The orientation towards the consumer and its welfare is a developing trend in many business sectors as well as in the field of elaborating policies at global level. The objective of the present article is to analyze if consumer protection is ensured on the globalized market and which is the role of competition in strengthening consumer welfare in a globalized business environment. The article analyzes if competition rules, which aim to support consumer protection, are unitary at global level and if globalization has an influence on consumer protection worldwide. The paper presents the American view versus the European view towards the issue of consumer protection in a globalized business environment. The article shows which role does the "more economic approach" theory play in this context. It also illustrates the challenges in ensuring consumer protection given the context of globalization and of multinational companies as global players. In order to deal with the abovementioned key-aspects a multidisciplinary research method will be used, combining elements of economic analysis and of legal analysis. The method is appropriate, as the topic is interdisciplinary. Furthermore, a comparative method will be used, presenting the American view versus the European view towards the analyzed aspects. Qualitative methods of assessment will be used. Case studies will provide examples and will enlighten the practical aspects of the analyzed theoretical approaches and concepts. Consumer oriented approaches are part of business strategies of all the international companies that are significant global players. Competition rules do therefore play an important role in drafting a harmonized framework for consumer protection and consumer welfare around the world, supporting the trend to focus on the consumer and its welfare. Competition rules are aimed to serve the consumer and to ensure consumer protection and consumer welfare in the context of globalization.
