Consumer protection began to develop in the late 19th and early 20th centuries. One of the most important sources of consumer protection in the European Union, Directive 2005/29/EC concerning unfair business-to-consumer commercial practices in the internal market, defines unfair commercial practice for the first time, which are prohibited in the European Union. In Croatia, the development of consumer protection rights begins after the signing of the Stabilisation and Association Agreement between the European Communities and their Member States, of the one part, and the Republic of Croatia, of the other part. In the Croatian legal system, unfair business practices is regulated in the second part of the Consumer Protection Act, in chapter IV, article from 30 to 38.a, while the basic terms are defined in article 5. The Directive of unfair commercial practices and the Consumer Protection Act regulate a special category of consumers, the category of vulnerable consumers, who, due to their age, gullibility, physical or mental incapacity, are particularly sensitive to a particular business practice or product. It is therefore necessary to ensure that these consumers are protected, by assessing such practices from the point of view of the average member of that group.