The question of u0093whereu0094 to regulate sales is of course connected to the further and more ample issue of u0093howu0094 to regulate. In its latest Green Paper, the Commission in fact asks both kinds of questions as regards, in particular, the contract of sale. Though this paper is aimed at addressing the first question, a brief mention to u0093howu0094 to regulate, at least referring to a couple of key issues for consumer transactions will be unavoidable. Para. 4 addresses in particular the proposal of extending the protective rules designed for consumers to other participants in the European market and in particular to the SMEs.