Donald Trump has been elected to return to the White House in an overwhelming election against Vice President Kamala Harris. Many factors drove the US electorate toward supporting Trump-Vance, among them concerns about the economy, inflation, and the cost of living in America, as well as illegal immigration and the scope of government in people’s lives. Despite some indicators that Team Trump envisions a more activist federal government, Trump’s voters have resoundingly expressed a preference for less government in their lives. At the Consumer Choice Center, our chief concern has been ensuring that consumers of goods, products, and services have the maximum autonomy to make decisions about their own lives, health, and preferences. 

The freedom to vote with your wallet in everyday life is a core principle of our work and an indicator of how free a society truly is. Over the past four years, the Biden Administration has opened up a multifront war on consumer choice with inquisitions against tech innovation, free speech and privacy online, corporate mergers and acquisitions that lower prices and improve services, and even using federal agencies to discourage choice around responsible alcohol consumption and buying gas-powered cooking implements for home use. 

Over the next four years, President-Elect Donald Trump and JD Vance have an opportunity to get America back on track with a new approach on these issues:

1. Rein in the FTC’s Overreach and Focus on Genuine Consumer Harm

To strengthen consumer freedom and choice, the administration should work to rein in the Federal Trade Commission (FTC) and refocus its mission on addressing actual consumer harm. Under Chair Lina Khan, the FTC has aggressively pursued popular, successful companies, not necessarily because of consumer complaints or harm, but rather due to a general suspicion of large market players. This has been a spending boondoggle and dampened public trust in the FTC’s role as a consumer watchdog. Instead of targeting companies solely for their marketplace successes, the FTC should prioritize cases where consumer welfare is demonstrably threatened—like fraud, deceptive practices, or anti-competitive behavior that limits choices. Reorienting the FTC’s efforts back toward genuine consumer protection would ensure its resources are used effectively and that enforcement actions genuinely benefit consumers, rather than punishing companies simply for being innovative and experiencing growth.

2. Protect Digital and Data Privacy Rights

As more commerce and consumer services move online, data privacy becomes essential for consumer freedom and choice. Ensuring consumers can control their personal data and trust online services is key. Legislation or executive action that reinforces data protection while promoting transparency could strengthen consumers’ choices and security.

A reasonable national data privacy law that strengthens user privacy while providing streamlined certainty to firms that offer services to consumers can achieve this. As the Internet becomes more integral to our personal and economic relationships, reasonable measures to protect our information from both bad actors and government overreach should be addressed.
Added to this, the jawboning of various tech services and forced deplatforming and censorship of free speech online throughout the Biden Administration demonstrated the necessity and sanctity of Section 230. We hope the Trump Administration continues to uphold this vital piece of American law, granting online publishers and platforms the flexibility they need to offer consumers great services and products online.

3. Unleash Broadband Connectivity by Expanding LEO Satellite Networks

President-Elect Trump has a prime opportunity to bridge the digital divide by enabling more Low-Earth Orbit (LEO) satellites to expand broadband access nationwide. The Biden administration poured nearly $65 billion into broadband initiatives as part of its Infrastructure Investment and Jobs Act, intending to connect millions of Americans to high-speed internet. However, many rural and underserved areas remain disconnected, bogged down by a regulatory approach that has struggled to deliver promised connectivity. By reducing bureaucratic hurdles and allowing more LEO satellites to launch, the Trump administration could rapidly expand high-speed internet access to hard-to-reach communities. LEO satellites, unlike traditional broadband infrastructure, offer near-global coverage without costly ground installations, making them ideal for remote and rural areas. With streamlined approval processes and incentives for satellite providers, Trump could fast-track a new era of connectivity—one that sidesteps the red tape that has stalled progress and finally connects Americans wherever they live.

4. Encourage Free Trade Agreements with Liberal Democratic Allies 

An important step to enhancing consumer freedom in the 21st century is to foster free trade agreements among American allies among liberal democracies. Tariffs and the shadow of trade war has been a staple of the Trump campaign since he first entered politics in 2016. President Biden even went so far as to borrow tariff policy from Donald Trump as a means to shore up American domestic business interests. The problem remains, what is best for consumers on tight budgets who prioritize affordability? 

By creating a robust trade network with countries committed to fair practices and liberal democratic norms, the U.S. can not only provide consumers with more diverse, affordable options but also curb the influence of the Chinese Communist Party (CCP) in the global economy. The CCP has repeatedly acted as a bad-faith player in international commerce—using subsidies, intellectual property theft, and market manipulations that undermine free-market principles. Rather than responding with blunt protectionism, which often limits consumer choices and drives up costs, the U.S. can lead a coalition of like-minded nations that champion open markets, transparency, and fair competition. Such a united front could better compete with CCP-backed entities and preserve a fairer, freer global marketplace for consumers worldwide. In practice, that means being committed to free trade with allies and thinking bigger about fairness in trade.

5. A Light Touch Approach to Crypto and 21st Century DeFi Tools 

President-Elect Trump has a unique opportunity to unleash the potential of cryptocurrency and strengthen financial freedom for Americans by adopting an innovation-friendly approach. 2024 was the first election in history where both Republican and Democrat campaigns made an appeal to consumers in the crypto market. This is monumental progress toward consumer financial freedom. Trump and Vance could promote a clear, light-touch regulatory framework, giving consumers and entrepreneurs confidence in their investments without stifling growth. Worthwhile legislation to ban the introduction of a Central Bank Digital Currency, reform the Bank Secrecy Act, promote a Strategic Bitcoin Reserve, and provide a regulatory path for stablecoins to boost the American dollar would be key to this success.

Reducing barriers for crypto exchanges and clarifying tax rules would also make it easier for Americans to access and invest in digital assets. President Trump could also encourage decentralized finance (DeFi) tools (especially considering he’s the head of one), empowering individuals to manage finances outside traditional banks and credit card companies. Finally, by working with international allies on shared standards, Donald Trump could ensure the U.S. remains a leader in this global industry—especially crucial as China tightens control over its own digital currency. With this approach, Trump could position the U.S. as a hub for crypto innovation, reaping economic benefits while safeguarding consumer choice and financial freedom. Republicans in Congress will need to be rapidly educated on the mechanics of cryptocurrency and decentralized finance tools, lest enemies of this sector such as Senator Elizabeth Warren, set the tone in Washington on this issue. 

6. More Transparency In Healthcare Will Go A Long Way For Consumers

The incoming Trump administration has an opportunity to drastically improve the healthcare space in a way that will greatly benefit consumers and patients. One easy first step would be to require that health insurance firms increase transparency and publicly release meaningful data on which services require pre-authorization, how often pre-authorization requests are denied, how often coverage is denied, and other crucial metrics to help consumers make more educated decisions when entering into insurance plans. 

Additionally, while President-Elect Donald Trump has previously endorsed an “America First” mentality, it is our hope that this does not negatively bleed into healthcare policy. He’s previously championed the “Most Favored Nation” rule, which allows foreign governments to decide the value of certain medicines. In reality, this price-setting mechanism would cause disruptions to patient access to certain medications while disincentivizing important medical innovation. A better path forward will be to allow meaningful competition amongst manufacturers while maintaining strong intellectual property protections that safeguard and promote more research and development.

7. End the World Health Organization’s Meddling in US Policymaking

President-Elect Donald Trump and JD Vance need to act quickly to diminish the influence of the World Health Organization (WHO) in U.S. policymaking on consumer products. One of the most pressing live issues where the WHO’s presence can be felt is the Department of Health and Human Services (HHS) study of the health impacts of adult alcohol consumption, which is designed to rework the US Dietary Guidelines and discourage any and all safe consumption of alcohol products. Consumer choice matters, and the WHO’s research has been shown to be tainted by activist bias and published in disregard of the most reputable scientific research on the health impacts of responsible enjoyment of alcohol. The same goes for the international campaign against nicotine products that are reducing the harm of smoking combustible tobacco in the US, UK and Canada. The FDA has stonewalled the growth of smokeless nicotine products, despite evidence from within the EU that shows the enormous public health potential of offering smokers an alternative. Donald Trump and JD Vance can get this balancing act right and get the federal government on the side of harm reduction and sound science by increasing skepticism within federal agencies of the World Health Organization.