Consumer protection doctrine helps to remind people that we have a right to have safe food, and that it is a basic human right. The doctrine also provides grounds for nations to make their own policies in order to protect their citizens by providing a lot of technical regulations and standards for foods. However, with the downward trend of tariff barriers, the import countries, especially developed countries, are using such doctrine as a basis for creating non-tariff measures for products. By overusing the doctrine, international trade is hampered leading to an adverse impact on both domestic and international markets. This paper’s aim is to analyse the downside of overusing customer protection doctrine and point out the adverse impact of such the conducts on: (i) importing country; (ii) exporting country; and (iii) international trade