The text is focused primarily on the concept of informed consumers in the Czech law. We do not aim to cover exhaustively the whole field. The main target of the article is to introduce specific questions which are connected to such a topic. In the beginning we primarily introduce general characteristics of the informed consumer, then we analyse pre-contractual information obligation and the demands focused on the transparency. As the position of the consumer is weaker than the position of the entrepreneur, misleading commercial practices and unfair contract terms are examined as well. The text is then focused on sector specific rules, such as in the area of financial services and on the aspects of the digital consumer. Throughout the text, some problematic aspects of Czech regulation or inappropriate implementation of European legislation are mentioned as well. The aim of the article is to introduce national specifics within abovementioned areas and to analyse relevant questions of consumer protection connected with information duty of the entrepreneurs., Markéta Selucká, Iva Šťavíková Řezníčková, Pavel Loutocký., and Obsahuje bibliografické odkazy