Whether consumer law should address inequality has been approached from different perspectives in Latin America and Europe. EU consumer law has primarily relied on the interpretive benchmark of the average consumer, leading to a model of “empowerment through information” in service of maximum harmonization and economic integration. In Latin America, by contrast, statutes emphasize consumer protection based on the paradigm of the vulnerable consumer, leading to more robust substantive protection in addition to classic disclosure rules. This chapter compares the EU regime to the heterodox approach of Argentina, where courts have embraced the task of using consumer protection law to reduce inequality. Moreover, a recent Argentinean reform introduced the category of the hyper-vulnerable consumer to provide enhanced protection to consumers in a situation of aggravated vulnerability due to age, gender, physical or mental state, or social, economic, ethnic, and/or cultural circumstances. The chapter also discusses the prospect of reverse convergence (i.e., EU law converging to the Latin American mode) in view of European scholars’ growing call for the recognition of “structural vulnerabilities” in the context of the digital economy, which happens to be dominated by US companies.