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Unfair Terms in Consumer Contracts: a new ... - Law Commission

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CONCLUSION<br />

3.54 <strong>Unfair</strong> terms legislation assumes that consumers are rational but busy. They do<br />

not have the time or resources to plough their way through the many standard<br />

form contracts they are given. On the other hand, if consumers are told about the<br />

price or the subject matter the legislation assumes that they will take these terms<br />

<strong>in</strong>to account when choos<strong>in</strong>g whether to enter <strong>in</strong>to the contract. The terms will be<br />

subject to competition and should not be assessable for fairness.<br />

3.55 Recent work <strong>in</strong> the field of behavioural economics shows that consumers are only<br />

rational up to a po<strong>in</strong>t. They are subject to a range of behavioural biases, which<br />

can be exploited by traders. The UTD addresses these biases only to a very<br />

limited extent. Greater protection aga<strong>in</strong>st mislead<strong>in</strong>g and aggressive practices is<br />

provided by the CPRs. In some cases, however, consumers are simply expected<br />

to live with the consequences of their decisions.<br />

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