Imagine walking into a bustling market, expecting fairness, safety and choices. For consumers in Pakistan, this ideal marketplace is often far from reality. Despite the existence of laws, organisations and mechanisms, the gap between consumer rights on paper and in practice looms large. Vulnerabilities persist across sectors like healthcare, e-commerce and daily goods, making consumer protection more than a policy — it’s a pressing need.

Consumer protection laws are meant to ensure safety, fairness and informed decision-making. Yet challenges like weak enforcement, lack of awareness and exploitative practices create many barriers. Legal frameworks exist at both federal and provincial levels, offering a starting point for protection.

The Competition Act of 2010, enforced by the Competition Commission of Pakistan, targets monopolistic practices and ensures market fairness. This Act has tackled issues like price-fixing and market abuse in sectors such as telecommunications and pharmaceuticals. However, provincial laws, such as the Punjab Consumer Protection Act, face uneven enforcement and limited public access, making their impact inconsistent.

Over 2,000 complaints were registered in the Punjab in 2021, highlighting the demand for redress. From a delayed response to limited mechanisms, the promise of consumer protection often remains unfulfilled. While the laws provide a framework, the journey from grievance to justice is fraught with obstacles.

Consumer rights in Pakistan rest on key pillars: safety, information, choice, being heard and redress. The right to safety aims to protect consumers from harmful products and services. However, scandals like the ephedrine quota case remind us of regulatory failures that put lives at risk. The right to information should ensure that consumers have accurate product details, but a study by the Consumer Rights Commission of Pakistan (found that 40 percent of respondents lacked sufficient product labeling, hindering informed choice.

Freedom of choice, a cornerstone in consumer protection, is undermined by monopolies in sectors like utilities and pharmaceuticals. High prices and limited competition make this right elusive. The right to be heard means that consumer grievances are considered in policy-making. However, slow response and inadequate mechanisms discourage many from raising their voices.

Fair and prompt redress is crucial for adequate compensation. Clogged consumer courts and delayed cases dilute its effectiveness. Judicial reforms are urgently needed to clear backlogs and expedite justice. A growing number of complaints of violations of fair market norms demands swift resolution.

Consumer courts, under provincial laws, provide platforms to challenge unfair practices. However, limited awareness about these courts hampers their utility. A 2022 CRCP report revealed that 60 percent of urban consumers were unaware of their legal rights.

Institutions like consumer courts, ombudsman offices and NGOs aim to uphold these rights. Consumer courts, under provincial laws, provide platforms to challenge unfair practices. However, limited awareness about these courts hampers their utility. A 2022 CRCP report revealed that 60 percent of urban consumers were unaware of their legal rights. Public campaigns are needed to bridge this awareness gap.

Offices like the federal ombudsman (WafaqiMohtasib), address public service grievances. They handle issues with water, electricity and gas effectively but lack jurisdiction over private sector service providers. This leaves a significant gap in consumer protection. NGOs like the CRCP play a vital role by promoting awareness, supporting legal action and advocating for reform. However, resource constraints limit their reach, leaving many areas underserved.

Challenges to effective consumer protection in Pakistan are numerous. Awareness remains a critical issue. Only 30 percent of rural consumers know their basic rights, according to a CRCP study. This lack of awareness allows businesses to exploit consumers. Weak enforcement adds to the problem, with lengthy judicial processes discouraging claims. A survey by the Pakistan Institute of Development Economics found that it can take up to two years to process a case in consumer courts. This has undermined the credibility of the consumer justice system.

Market malpractices like counterfeit products, deceptive advertising and hidden charges further erode trust. Online marketplaces are particularly notorious for this. The Pakistan Telecommunication Authority found that 15 percent of e-commerce complaints in 2021 were related to fraudulent transactions or non-compliance. As online shopping grows, regulations must evolve to curb these practices.

Despite these challenges, recent developments offer hope. The National Commission for Personal Data Protection seeks to safeguard consumer privacy in an era of rampant data collection. However, its scope must expand to ensure companies use and share data responsibly.

The 2019 E-Commerce Policy Framework introduced measures like refund mechanisms and accurate product disclosures. Yet, enforcement remains a weak link, with limited oversight of online sellers’ compliance.

Strengthening consumer protection in Pakistan requires a multi-faceted approach. Public awareness campaigns can empower individuals to exercise their rights confidently. Judicial reforms must expedite case processing, ensuring timely redress.

Robust policies addressing e-commerce fraud, data privacy and market malpractices are essential. Collaboration between government institutions, NGOs and private sector stakeholders can create a more transparent and fair marketplace.

Consumer rights are not just legal provisions — they are the foundation of trust in an economy. Pakistan’s consumer protection framework has potential, but its success depends on bridging the gaps in awareness, enforcement and policy. A safer, fairer and more inclusive marketplace is within reach. It requires collective efforts to ensure that every consumer receives fair care.

The writer is a chartered accountant and a business analyst