**Abstract**

Consumer protection is defined as a field of study that protects individual consumers against unfair selling practices for goods, services, and digital content. The globalization expansion allows opportunities for increased sales and revenue but is also accompanied by considerable risk that impacts the protection of the economic interests of consumers. This, in fact, may involve misleading advertising and unfair contract terms in cross-border transactions. This paper analyzes the existing European Union ('EU') consumer rights protection legislation, including alternative online dispute resolution procedures. The paper also aims to provide a summary of the achievement in the area of consumer protection and internal market in the postpandemic era. At the same time, the goal of this paper is to present comprehensive coverage on the protection of financial consumers in cross-border disputes, especially in cases where the other party resides in a different country. Explanation are also provided on how the Italian legislative framework may be considered the best example of crisis management and resolution, by providing more confidence for consumers in cross-border transactions in the post-pandemic era.

**Keywords:** alternative disputes resolution, ADR, COVID-19, consumer rights, European Law, cross-border disputes
