The main objective of this paper is to show how marketing strategies and consumer rights can be connected, and to try to investigate this using examples from practice. The subject of the work is the functioning of the retailer's business operations, such as advertising, sending complaints and guarantees, and guarantees, which are regulated by consumer policy and are important for attracting customers. The consumer should be protected from being misled, deceived or threatened. For this purpose, the legislator enacted regulations that are effective in the field of market competition. Various consumer protection organizations and competition supervisors ensure compliance with legal requirements. Damage compensation under product or manufacturer liability is also legally enforceable. By accepting the unique European rules of consumer protection, it becomes easier and cheaper for Croatian sellers to do business on the single market of the European Union, and beyond. By operating in accordance with Croatian rules, Croatian sellers can be sure that they meet the criteria and most of the consumer protection requirements in all EU member states. The expected professional contribution of the work is the identification of the marketing activities of retailers that are under the regulation regime in order to adapt the business processes in the store.