Abstract: The protection of rural financial consumers’ rights and interests is becoming more prominent and important along with the deepening of poverty alleviation and the advancing of rural revitalization strategy. This indicates that legislation is needed to endow rural financial consumers with new connotation, strengthen the rural financial consumer services and commodity supply, complete the system of information disclosure, consumer rights and interests protection of new rural financial products, and dispute resolution of diversified financial consumption, improve the effectiveness of rural financial consumer education, resolve the dilemma of rural financial consumer rights protection in a targeted way, and to promote financial support for the strategy of poverty alleviation and rural revitalization.

Key words: rural, financial consumption, protection of rights and interests, rural revitalization