Finanční krize se stala krizí důvěry spotřebitelů. Nedostatek transparentnosti, nízké povědomí o rizicích a špatné řešení střetu zájmů znamenalo, že spotřebitelům v celé EU byly opakovaně prodávány investiční a pojistné produkty, které pro ně nebyly vhodné.
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