The Banking sector is strategic and vital for economic development. The 1929 economic crisisrnevidenced how important it is and how the regulatory framework is needed to protect the sectorrnand the overall economic sphere of society. The banking regulatory framework may generally bernbifurcated into prudential and market conduct regulation. Prudential regulation was majorlyrnused and implemented until the 2008 Global Financial Crisis. Afterward, however, marketrnconduct regulation got emphasizes and started to be implemented in the financial sector. Marketrnconduct regulation is about protecting consumers and ensuring that they are treated fairly byrnfinancial institutions.rnEthiopia has also recognized financial consumer protection under the national financialrninclusion strategy in 2017. Before this year, however, there were fragmented and scatteredrnprovisions that were used for financial consumer protection in different legislations besides therngeneral consumer protection laws. Recently, a new banking law has specifically alienated thernsubject matter to be regulated by the National Bank of Ethiopia. Following this mandate, thernNational Bank came up with a tailored financial consumer protection directive that applies onlyrnto financial service providers, including banks.rnThis thesis, hence, particularly interests itself to evaluate the adequacy of the financialrnprotection law of Ethiopia against the G20-High Level Principles on financial consumerrnprotection and relevant countriesâ€™ experience. The thesis argues that Ethiopia has endeavored torncraft a comprehensive legal framework as well as institutional arrangements. However, therernare gaps such as the issue of juridical person coverage in financial consumer definition, externalrndispute resolution mandate of the National Bank, non-existence of standard for sales practicesrnincluding tying of product as well as pyramid selling, incomprehensiveness of fraud monitoringrnand prohibition, non-existence of national document for education & awareness creation on thernsubject matter, under-resourced of institutional framework or unit, the gap in coordination andrncooperation among stakeholders are inter-alia. Hence the thesis call for due consideration ofrnincorporating these gaps and a better framework be deliberated.