Daily Times

Being a consumer in Pakistan is no walk in the park. It is a test of patience, a gamble of trust. Cunning vendors are everywhere, pulling cons and playing tricks. You buy something, and before you know it, you’re caught in a web of deceit. That’s the reality. But there’s hope. There are ways to fight back. There are paths to justice, even in a market that often feels like the Wild West.

Consumer courts exist. They’re there to challenge unfair practices. They work under provincial laws and, in theory, offer a way out for consumers who’ve been wronged. But here’s the catch: they’re slow. Real slow. The backlog of cases is staggering. People don’t even know they can use these courts. A 2022 report found that 60% of urban consumers were clueless about their rights. Rural areas? Even worse. Without awareness, these courts are like a locked door with no key.

Then there’s the Federal Ombudsman, the Wafaqi Mohtasib. This office is supposed to help with grievances, but it’s limited. They handle public services like electricity and water. Need help with a private-sector scam? Forget it. That’s not their job. And that leaves a gaping hole in consumer protection.

There are paths to justice, even in a market that often feels like the Wild West.

Non-governmental organizations (NGOs) try to fill that gap. Groups like the Consumer Rights Commission of Pakistan (CRCP) fight for the little guy. They push for better policies and help educate consumers. But they’re stretched thin. Limited resources hold them back. They can’t be everywhere at once. And that’s the problem. The system has cracks. Big cracks.

The first issue is awareness. People don’t know their rights. They don’t know where to turn when they’re cheated. According to one study, only 30 percent of rural consumers have even heard of basic consumer rights. That ignorance lets businesses get away with murder. They overcharge. They deceive. They sell junk and call it gold. And the consumer, unaware and unsupported, just takes it.

The second issue? Enforcement. Laws exist, but they’re toothless. Consumer courts are clogged. Cases take years to resolve. Who wants to wait two years for justice? Most people don’t. They’d rather cut their losses than waste their time. That lets the bad guys win. It’s a broken system.

The third issue is the market itself. It’s full of traps. Counterfeit products are everywhere. Ads lie. Prices have hidden strings. And online shopping? A minefield. In 2021, 15% of e-commerce complaints were about fraud or shady sellers. That number is growing. The market is expanding faster than the regulations can keep up.

But it’s not all bad news. Change is coming, even if it’s slow.

Take data protection. A National Commission for Personal Data Protection has been set up. Its job? Protect consumer privacy. It is a big deal in the digital age. But there’s a catch. The Commission’s scope is limited. Right now, it focuses on how data is collected. It needs to go further. How is data used? How is it shared? These are the questions that need answers.

E-commerce is another battlefield. The government introduced an E-Commerce Policy Framework in 2019. It’s supposed to keep sellers honest. They have to give accurate product info. They have to offer refunds. Sounds good, right? But enforcement is weak. Too many online sellers operate without oversight. Consumers are still vulnerable.

What’s the solution?

First, awareness. People need to know their rights. They need to know where to go for help. Public campaigns can do that. NGOs can do that. Schools can even teach it. The more people know, the less they’ll fall victim to scams.

Second, enforcement. The courts need to move faster. Laws need teeth. And violators need real consequences. Without that, the system stays broken.

Third, policy. The government must get ahead of the curve. Digital markets are the future. They need stronger regulations. They need watchdogs with real power.

Finally, unity. NGOs, government bodies, and consumers need to work together. It’s not one group’s job to fix the system. It’s everyone’s job.

The fight for consumer rights in Pakistan is tough. But it’s not hopeless. With effort, awareness, and action, a fairer market is possible. It won’t happen overnight. But step by step, change can come. The trick is not to give up. That’s how battles are won.

The writer, a chartered accountant and certified business analyst, is serving as a CEO for Model Bazaars.