This conclusion presents some closing thoughts on key concepts discussed in the preceding chapters of this book. The picture of European Union (EU) consumer law presented in the book is inevitably only a snapshot of the state-of-affairs at the beginning of 2017. At various points in the book, the focus on the normative concept of the 'average consumer' was criticised. The CJEU and the Commission have continued to invoke the 'average consumer' who is supposed to be reasonably well-informed and reasonably observant and circumspect. The book presents the analysis of the main areas of EU consumer law, which demonstrates that, despite its positive achievements in broadening the tools for consumer protection, there are considerable reservations about some of the fundamental features of this area of law. In seeking to adopt new legislation on aspects of the digital environment, the European Commission might be taking EU consumer law into a new territory which is as yet largely untouched by domestic legislation.