GREATER NOIDA, Feb. 10 -- The excise department in Gautam Budh Nagar has directed field staff to intensify checks across retail outlets and ensure stricter compliance with pricing and digital sales norms to step up enforcement against overpricing and illegal liquor sale, officials said on Monday. The focus has been sharpened on preventing overcharging at liquor shops, boosting intelligence on illegal liquor movement, and improving public awareness via mandatory displays and signages, they said. Field staff deployed in excise crime-prevention zones have been instructed to discreetly verify complaints related to overpricing and report violations for immediate action, said excise officials. "The department has adopted a zero-tolerance approach towards over-rating. Any sale above the prescribed price will invite strict action. Enforcement teams have been asked to remain vigilant and ensure accountability at retail level," said district excise officer (DEO) Subodh Kumar in an official statement. As part of the enforcement drive, liquor shop operators have been directed to prominently display warnings against drink-and-drive and information related to the citizen app, along with toll-free numbers for consumer complaints. Officials said shops must ensure that printed rate lists of all available brands are clearly readable. To curb cash-based irregularities, officials said, the excise staff have been instructed to ensure 100% sales through point-of-sale machines and encourage maximum transactions via online payment. "Digital transactions help bring transparency and reduce complaints related to pricing disputes," the DEO said. The department has also asked field staff to boost local intelligence networks to track illegal liquor storage, transport and sale, particularly in vulnerable pockets. Last week, the Gautam Budh Nagar excise department also issued a warning to bars and eateries against promoting or allowing "bring your own booze" arrangements, saying that the concept has no legal sanction in the district....