There are many forms of private governance and regulation that protect consumers. That's not to say free markets are utopias, but believing that governments are the only source of regulation is incorrect. In fact, in many cases private governance is far more effective (e.g., the private regulation Uber is subject to is stronger and more efficient than the governmental regulation traditional taxis are subject to).

See "Private Governance" by Edward Stringham for some good examples of market governance in action. The book received the following review from Peter Thiel:

"Stringham dispels state-worshipping fiction with historical fact to show how good governance has preceded Leviathan, ignores it when necessary, and can surpass it when it fails."

Are you sure? I've never heard another free market capitalist argue that government regulations are an important part of how their ideal market works. Can you point out any free market economists that have argued for government regulation?