The rise of consumerism in the 20th century coupled with the multiplication of products and services in the market has led to an increase in the number of problems consumers face with regard to the quality of goods and services and their prices and general availability. The choice for the consumer is made difficult due to the range of available options and aggressive advertisements for each type of goods and services. Some goods and services call for expertise which may not be available to all consumers. There is therefore a need for legal mechanism to regulate consumer products and services. In view of the above explain how, and in what ways the consumer may be protected bearing in mind the most contentious sections of the Zambian Consumer Protection Act