Based upon Swedish sources including enacted legislation and personal interviews with experts and key enforcement personnel, the basic structure of Swedish consumer protection efforts is developed. It is shown where the underlying philosophy differs from that in the U.S. and how this has led to a different institutional structure in the consumer policy area. The fundamental philosophy is that the consumer is weak relative to the producer and that therefore government institutions need to shoulder the burden of the consumer's protection, information and general welfare. Similar developments in the two countries are exemplified, and some implications of the Swedish experience for the U.S. are discussed.