Background: Mill's liberalism, the post-World War II German Social Market Economy (Rhine Capitalism) and modern consumer protection share the conviction that market participants have equal rights and responsibilities. Within this framework, governments and market providers are responsible for balancing the knowledge deficits of consumers in cases of "asymmetric information". The widely discussed Reno Model for Responsible Gambling appears to be based on similar ideas by setting standards for informing participants of gambling features and procedures. Position: Based on recent research, we argue that such standard consumer protection may be adequate for social gamblers but not for vulnerable gamblers. These individuals may not benefit adequately from a rational informed choice approach to prevent harm and disordered gambling. Conclusion: Gambling providers should implement specific protections to address vulnerable gamblers, e. g., early detection procedures and limits for or exclusion from gambling.