<![CDATA[Consumer protection is a fundamental issue in modern economics, which not only involves the interaction between producers and consumers, but also involves various aspects of social justice, business ethics, and public welfare. In terms of consumer protection paradigm transformation from passive consumers to active consumers is an important phenomenon that needs to be understood in depth. That this transformation does not occur suddenly but is influenced by complex social, economic, and technological dynamics, and guided by relevant theoretical concepts. With this research, it is hoped that it can provide benefits for interested parties, deepen and carry out analyzes on the protection of passive consumers from active consumers, both from a theoretical and developing perspective. This research is qualitative research using normative juridical and descriptive design. The research results state that the transformation of passive consumers into active consumers is a continuous process and has a very significant (important) impact on consumer awareness of their rights. This increased awareness encourages consumers to be more active in making choices and demanding their rights. This change also encourages the formation of regulations that are more effective and responsive to consumer needs in the era of globalization. The paradigm shift from passive consumers to active consumers is a continuously developing process. In addition, consumers have become more active in seeking information, demanding rights, and protecting themselves from unfair business practices. This creates a fairer and healthier environment for consumers and encourages business actors to be more responsible in fulfilling consumer rights. The transformation of the passive consumer paradigm to active consumers is an important driving force for reform (change) in consumer protection policies at the national and international levels.]]>
