Consumer Protection Policy is one of the most important issues in European Union. Beside significant harmonization attempts, the different positions of development of consumer protection in some European Union countries are still evident. During the last few years The Republic of Serbia, on its EU integration path, apart from other tasks, has been intensively working on consumer position's improvement and on directives and EU regulations implementation in this field. Important reasons of the State's dealing with the consumer protection issue are often market disbalance appearance, nonethical business practices, bad quality of goods and services, as well as, forcefull influence of consumers and their organizations. Having passed the appropriate Law, adopted and implemented integrated consumer protection strategies in the Republic of Serbia, the activity of customer organizations and other activities, have given certain results. In this paper the current situation in the Republic of Serbia has been analysed and compared with the development of selected countries of the EU. The main aim of this analysis was to define further directions of the development of consumer protection and to study the role of the State and its institutions, customer organizations, companies and other market participants. On the basis of this analysis some conclusions and recommendations have been made and presented in final part of this paper.