Abstract
Financial services are complex and sometimes can be difficult for even the most knowledgeable investors to understand, thus consumers are particularly susceptible to purchase the improper products which are often unethically offered by professionals. Consequently, should be avoided the situation in which professionals benefit from their inappropriate business behaviors. The serious cases of unfair conducts of financial market players have introduced and developed, for the first time in the United Kingdom, a new notion - Mis-selling, consisting of marketing and sales of financial, insurance, pension products and services to customers that do not meet their needs and financial profile. Gradually, such issue and the related legal regime was expanded and further developed in other countries. Mis-selling happens for several reasons, refers to every adult, assumes many forms, and as we could see, the financial crisis has exposed the failure of financial market regulators to identify and monitor systemic risk. The purposes of the paper are therefore to illustrate some of the professional misbehaviors, to present and compare different regulations on mis-selling and enforcement framework in Italy and in Poland and to assess their effectiveness.