EU consumer policy is a policy area that is receiving increased attention and is considered important for the proper functioning of the internal market. Yet, as with many other supranational policy areas, conflicting positions of the Member States have led to many compromises and rejections of EU-initiated proposals. By building on regime theory and previous research identifying consumer policy regimes, the aim with this article is to investigate potential patterns in countries’ preferences in EU consumer policy. With this, the article seeks both to contribute to the theoretical understanding of factors influencing Member States’ positions to EU consumer policy and to the debate on how future EU consumer policies should be designed and put into power. Differences in country and regime preferences are analysed using data collected through an open public consultation as part of the European Commission’s Fitness Check of European consumer and marketing law in 2016 and through interviews with key stakeholders in 2018. The results show that there are substantial differences between the regimes and that the level of harmonization of consumer and marketing law seems to be the most contested issue. Furthermore, the article points to several potential reasons for these differences between countries and regimes and recommends that future studies should be undertaken to generate deeper knowledge about the effects of these explanatory factors.

欧盟消费者政策是一个受到越来越多关注的政策领域，被认为对内部市场的正常运作很重要。但是，与许多其他超国家政策领域一样，成员国的立场冲突导致许多折衷和拒绝欧盟发起的提案。通过建立制度理论和先前确定消费者政策制度的研究，本文的目的是调查各国在欧盟消费者政策中的偏好的潜在模式。因此，本文旨在为对影响成员国对欧盟消费者政策立场的因素的理论理解做出贡献，并为有关未来应如何设计和实施欧盟消费者政策的辩论做出贡献。国家和政权偏好的差异使用2016年通过公开征询公众意见收集的数据进行分析，该数据是欧盟委员会2016年《欧洲消费者和市场营销法适应性检查》的一部分，以及2018年与主要利益相关者的访谈。结果表明，两者之间存在实质性差异政权以及消费者与行销法的协调水平似乎是最有争议的问题。此外，文章指出了国家和政权之间存在这些差异的几种潜在原因，并建议应进行进一步的研究以更深入地了解这些解释性因素的影响。