International law on consumer protection is fragmented and consists of diverse legal instruments. This article focuses on consumer protection by mainly examining the law of the World Trade Organization (WTO). It finds that the WTO faces certain challenges in ensuring consumer protection. Consequently, this article undertakes a detailed analysis of these issues and makes suggestions to address the challenges in order to improve consumer protection in the WTO, while arguing that the interests of less-developed countries and their consumers should be taken into account.