This article summarizes the field of consumer protection law, from its historical roots to the contemporary challenges of the digital age. It outlines the legal doctrines governing consumer deception and unfair trade practices, highlighting the interplay between common-law, statutory, and private modes of regulation. The article then addresses the impact of artificial intelligence and big data on consumer markets, focusing on digital advertising and new forms of consumer fraud. Finally, it explores regulatory responses to these challenges, including data privacy laws and prohibitions on dark patterns, which illustrate the trade-offs inherent in consumer protection frameworks.