This book explores the legal classification of online auction sites across a range of countries in Europe. The research focusses on the protection of consumers’ economic rights and highlights the shortcomings that the law struggles to control. The study includes empirical studies conducted on 28 online auction websites in the UK, and provides insights into how technical measures as well as a tighter legislative framework could provide consumers with better protection, in turn reinforcing trust, and ultimately benefiting the online auction platforms themselves. .