In this section, we explore the concept of consumer choice and the implications when such choice is restricted. The importance of consumer rights is underscored through real-life examples where individuals have been compelled to buy products or services they did not wish for. Through narratives that highlight cases of coercion, the text stresses the necessity for consumers to be informed of their rights and for fair practices to be upheld in the marketplace. Furthermore, the chapter discusses the mechanisms available for consumers to seek redress when their rights are infringed upon, demonstrating the significance of consumer protection laws and organizations in advocating for consumer rights. The dire consequences of exploitation in various forms, including manipulated markets and deceptive trade practices, also underscore the critical need for consumer consciousness in today’s economy.