Assembling the fractured European consumer

Discusses the multiple identities of the European consumer arising from the interaction between European, national and World Trade Organisation (WTO) law, and proposes an adjudicative strategy for marshalling the consumer's identities based upon a shared understanding of the functional complementarity of the elements of European legal pluralism.

Considers the impact which such a strategy might have, with reference to the litigation surrounding the composition requirements of pasta and the use of hormones in livestock farming, and explains its possible benefits for adjudication.