The Legal Metrology Department (LMD) in Kulgam has done what consumers across J&K have long been waiting for—calling out the blatant cheating that hides behind glossy e-commerce portals. By imposing a penalty of Rs 1 lakh on a leading Amazon seller for violating the Legal Metrology (Packaged Commodities) Rules, 2011, the department has sent out a reminder to both corporations and sellers that consumers cannot to be taken for granted. The offence in question is no minor lapse. Inflated net quantity displayed online, while delivering less than what was promised, is nothing short of fraud. It is digital pickpocketing—stealing not from the pockets of one or two buyers, but from thousands, silently and invisibly. Unlike in physical shops, online shoppers cannot touch or weigh what they are buying. They trust the description, the packaging, the rules that supposedly safeguard them. When that trust is betrayed, it is not merely a matter of consumer grievance; it is an assault on the integrity of the marketplace itself. E-commerce giants like Amazon cannot wash their hands of responsibility by shifting blame to “third-party sellers.” Their platforms are not neutral bulletin boards; they are commercial ecosystems designed, curated, and profited from by these very corporations. If fraudsters thrive on these platforms, it is because regulatory checks are weak and corporate accountability is deliberately diluted. Amazon and others must be held jointly liable whenever deceptive practices are discovered. Anything less would amount to shielding profiteers at the expense of the common buyer. The penalty in Kulgam is an important first step, but let us be clear: one lakh rupees is pocket change for companies minting millions daily. Such penalties, if not scaled up and made exemplary, will only be absorbed as “business expenses” by repeat offenders. What is needed is a regime of strict enforcement where violations attract not just financial penalties but also suspension of licenses, blacklisting of sellers, and accountability for platforms hosting them. Only then will deterrence be real. The consumers today are the lifeblood of one of the world’s fastest-growing digital markets. Yet, too often, they are treated as guinea pigs—tricked by deceptive advertising, short-changed in delivery, and left to navigate complicated complaint systems. This culture of impunity must end. The Kulgam action should trigger a nationwide crackdown on e-commerce fraud, backed by digital monitoring, surprise inspections, and consumer empowerment. Trust is not a free gift; it is earned through honesty. If e-commerce companies cannot guarantee that simple promise, then regulators must step in with an iron hand. Consumer rights are not negotiable, and deception—whether in a local shop or on a global platform—must be punished without mercy.