The concept of consumerism has its roots back to 1920, its peak before the economic crisis in 2010 team. After World War II in the 1960s in the United States occurs consumerism movement which was founded by self-organization of consumers and social groups with the aim of protecting consumers and improving their rights, after being developed in other countries. Today can be called "new age dependency" because it marketing experts use to customers in initiatives desire for a certain product or service through ads and all types of Development and representation of media in the present affects consumer behavior from the earliest age, most often negative because things are gaining in value while everything else loses its value or it diminishes. The biggest victims of consumerism are mostly children and pensioners, but all other age groups, so they should be protected as consumers. Factors consumer behavior can be psychological, personal, situational and social, they all together influence the decision of consumers to purchase a product / service. There are consumers who buy the plan and those who buy unplanned. With the planned purchase of consumer knowingly purchases a product / service, while the unplanned purchases usually decided without much thought impulsive buying for pleasure because it provides a certain kind of excitement. All this would be easier if we did every day exposed to media that are unavoidable, overexpressed and persistent in achieving its objectives to encourage consumers to purchase. In Croatia consumers primarily protect the Consumer Protection Act. This law shall be protected against unfair and aggressive commercial practices and the unfair competition through various provisions that are in line with EU directives.