KARACHI: The Sindh Health and Population Welfare Department has formally urged the Drug Regulatory Authority of Pakistan (DRAP) to enforce a complete ban on the advertisement and promotion of infant formula milk and breast-milk substitutes (BMS), stating that such marketing practices are prohibited under both federal and provincial laws.
In a letter addressed to the Chief Executive Officer of DRAP, Deputy Secretary to the Minister for Health and Population Welfare, Ali Nawaz Channa, highlighted concerns over recent directives allowing formula milk advertisements with warning disclaimers. He maintained that while public health warnings are important, the advertisement and promotion of infant formula products remain unlawful and should not be permitted under any circumstances.
The letter states that under Pakistan’s laws governing the protection and promotion of breastfeeding and child nutrition, manufacturers, distributors, and marketers are not legally allowed to advertise breast-milk substitutes through electronic, print, digital, or social media platforms.
Referring specifically to the Sindh Protection and Promotion of Breast-Feeding and Young Child Nutrition Act, 2023, the Health Department noted that the legislation extends protection to children up to 36 months of age and imposes a strict ban on the advertisement, promotion, and marketing of infant formula products.
The department also pointed out that the law prohibits cross-promotion practices, including the use of similar branding, logos, and packaging designs to indirectly market infant formula products. It further bars company representatives from promoting such products in healthcare facilities or providing promotional materials and incentives to health workers and mothers.
According to the letter, violations of the Sindh law carry significant penalties, including imprisonment and substantial fines for manufacturers, importers, retailers, and other parties involved in unlawful advertising and promotion activities.
The Sindh Health Department emphasized that breastfeeding is essential for the survival, immunity, growth, and development of children, and warned that formula milk advertising could undermine breastfeeding practices and increase unnecessary financial burdens on families.
The department called upon DRAP to work with the Pakistan Electronic Media Regulatory Authority (PEMRA), the Press Information Department (PID), and the Infant and Young Child Nutrition (IYCN) Board to issue clear directives prohibiting the advertisement of infant formula milk and breast-milk substitutes for children up to 36 months of age.
Copies of the letter were also sent to PEMRA, PID, the IYCN Board, the Senate Standing Committee on National Health Services, Regulations and Coordination, and media organizations for information and necessary action.
