In contemporary society, an individual daily buys appropriate goods and services in order to achieve a certain level of satisfaction. However, satisfaction may not always be the logical consequence of the acquisition made. There are many various reasons: the subsequent determination of low quality products, less than the specified amount of content, misleading advertising and so on. In order to overcome the problems of this kind, it is necessary to pay special attention to the concept of consumers’ protection, consumers rights and responsibilities and legal framework. In order to make a choice, a person should have complete, timely and straight information on the characteristics of a good he is interested in, with all the risks taken into account. In this paper it is made an analysis of the example of organized irresponsibility directed to the consumer where his rights are subsequently denied. The results of empirical research of the proportion of 'healthy' claims in the domestic food market, as an indicator of consumer manipulation, are clearly presented by appropriate graphics. The survey was conducted on a sample of four supermarket stores in Novi Sad, on the food products that fall under the most common food groups in daily diet.