This book is the result of a critical reflection on the global economic market and its consequences in the sphere of individual freedom of choice and the realisation of choices. This market, taken as a complex network of economic corporations that go beyond the limits of the state, is the environment in which goods and services are made available that constitute the material basis of people's ends, minimally considered. In this global market, personal choices are limited to the range of goods and services already provided, thus limiting the freedom promised. Considering human freedom as a value, the aim of this study was to answer some fundamental questions - are we really so free to choose the life we want to live? What is the most appropriate way to conceive of human freedom in contemporary times, within a shared space - the global economic market - in order to make the realisation of individual ends possible? - concluding that this is the individual freedom to participate in the construction of market options and the adequacy of these options to individual human ends.