In the UK, consumer law has moved away from the reserve emptorsive model, with laws that have improved consumer rights and provide greater flexibility for the return of goods that do not comply with legal standards of acceptance. [4] Consumer purchases are governed by the Consumer Rights Act 2015, while business-to-business purchases are governed by the Sale of Goods Act 1979. Caveat emptor (/ˈɛmptɔr/; by caveat, “let him be careful”, a subjunctive form of cavēre, “attention” + ēmptor, “buyer”) is Latin for “Let the buyer pay attention”. [1] It has become a proverb in English. As a general rule, caveat emptor is the principle of contractual law that governs the sale of immovable property after the closing date, but which may also apply to the sale of other property.