The European Union has in the past decades developed a strong framework of market regulation grounded in the values laid down in the EU Treaties. Starting from the objective of building a social market economy, specific policy aims for consumer markets include the pursuit of a high level of consumer protection, integration of environmental protection in EU legislation, and the protection of personal data. The rights and policies developed are now under threat, as Europe seeks to maintain a competitive position in a geopolitical landscape marked by power relations. Will the EU be able to guard its citizens and maintain adherence to its own values? These questions for consumer markets will be examined in light of the Consumer Agenda 2030.