Tutela del consumatore, etichette a semaforo e informazioni "negative"

The essay analyses the rules of protection of the agribusiness sector that have been approved by the European Union with the aim of ensuring the liberty of consumers to make an informed choice, having in mind the notion of “average consumer” and, in particular, the mandatory labelling information system. The author identifies some of the weak points of the contractual model of new formalism, observing how consumers do not always adopt a rational behaviour, because their choice can be guided by cognitive mistakes. Therefore, when lawmakers approve new rules, they must pay greater attention to the internal psycological mechanisms of consumers; these are well known by companies which use them to plan their marketing strategies. That is the only way lawmakers can ensure the circulation of safe food products and the effective protection of consumers.