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EN
The text is devoted to a relatively new profession in Poland, which is a financial advisor and characterizes the most important activities performed by a financial adviser as a part of personal finance planning process. The process of personal financial planning by the households has been internationalized (ISO 22222: 2005). Although the profession arose in 1969 in the United States, its international expansion led to the presence of over 175,000 CFP (Certified Financial Planner) advisors in 2017 in nearly 30 countries around the world. By 2025, there will be CFP advisors 250,000 in 40 countries around the world. In Poland, this profession is at the initial stage of the development, only in 2010 it was entered into the list of professions, and in 2013 the standard of professional competences was adopted. Prospects for the development of the profession in Poland are very good, especially in the context of growing wealth of the society, credit expansion in the scope of consumer and mortgage loans, inefficiencies of the state pension system and aging society.
EN
The aim of the article is to present contemporary model of consumer protection, together with the assumptions of the model and identify the problems of the effectiveness of consumer protection. The answer to these problems can be a financial advisor profession, which according to the hypothesis of the article is the missing link between the consumer and the financial institution in ensuring the effectiveness.
PL
Celem artykułu jest prezentacja współczesnego modelu ochrony konsumenta wraz z jego założeniami oraz wskazanie problemów w praktycznej realizacji ochrony konsumenta zgodnie z tym modelem. Odpowiedzią na te problemy może być zawód doradcy finansowego, który zgodnie z hipotezą artykułu jest brakującym ogniwem między konsumentem a instytucją finansową w zapewnieniu skutecznej ochrony konsumenta na rynku usług finansowych. Problem badawczy polega na wskazaniu przyczyn i skutków nierealności założeń tzw. przeciętnego konsumenta, które są podstawą tzw. ustawodawstwa konsumenckiego. Artykuł ma charakter przeglądowy i jest oparty głównie na krajowej literaturze przedmiotu.
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