Consumer protect ion in relation to the phenomenon of "augmented reality" : new challenges for legal policy

The subject matter of the paper consists in description of the phenomenon of Augmented Reality (as an example of trends in development of new information technologies) and indication of its possible consequences for the consumer protection. The problem of asymmetry of information between traders and their non-business partners is a fundamental issue for the consumer protection system. Consumer policy in the European Union is based on the paradigm of protection through information. Therefore, consumer protection model is closely connected with the availability of information. In connection with the development of the new information technologies (of which Augmented Reality being an important manifestation) also the availability of information changes. In times when access to information is becoming increasingly easier, the expectations with respect to the consumers are growing. Against this background, the paper verifies the commonly accepted thesis that the level of the asymmetry of information is growing. In addition, the development of information technology affects the increasing level of stratification among consumers. This in turn calls into question the effectiveness of regulation that treats those different categories of consumers in a unified way. Equal treatment of subjects being on the different level of 'market sophistication' can lead to economically inefficient legislative solutions.