Most areas of the law rely on the assumption on free will, which manifests in the expression of consent. We examine the nature of human emotions toward fictional characters and social robots, and question the concept of consent in the context of these unreciprocated fictional relationships. We conclude that policies need to regulate the use of social robots in order to protect consumers, and especially vulnerable ones, from an asymmetry of power between them and robotic companies. We propose different statutory and design-based solutions depending on the purpose of the robots and the type of users.