The paper justified that the structure of building any policy is always based on a list of principles relevant to the specified policy. The principles determine the essence of the political construction, taking into account the specific features in the relevant sphere, where each of the elements (subjects) of this policy is built through the prism of the principles. The paper analyzed the main international and domestic regulatory legal acts, which operate under the term principles of state policy in the sphere of consumer rights protection. It was established that the principles are defined in a non-systematic manner in domestic legal acts, with a weak connection to international principles and Ukraine's European integration obligations. The analysis of international regulatory legal acts allowed us to come to the conclusion that international practice, in its content, singles out: the general principles of consumer policy based on the basic rights of consumers; principles according to the priority goals of consumer policy; principles of individual subjects of consumer policy. It is characterized by the absence of most of the subjects inherent in the European system of consumer rights protection, and the existing ones often do not have the capacity (legal, financial, organizational, etc.) to perform their functions. The guiding principles of the implementation of state policy in the sphere of consumer rights protection are defined as the basis of the implementation of state policy in the field of consumer rights protection, which are used by state and non-state subjects of consumer policy in the development and adoption of any long-term socio-economic decisions affecting (may affect) the rights and interests of consumers. It is proposing to consolidate this norm with the list of principles and defined their in Article 3 of the Law of Ukraine "On the Protection of Consumer Rights".