Islamabad: The Drug Regulatory Authority of Pakistan has requested the Pakistan Electronic Media Regulatory Authority (PEMRA) and the Press Information Department to ensure that all advertisements, promotional campaigns and media content related to infant formula milk carry a mandatory disclaimer in English and Urdu, warning that mother’s milk is the best nutrition for a child.
The directives were issued on the instructions of the Senate Standing Committee on National Health Services, Regulations and Coordination, chaired by Senator Amir Waliuddin Chishti, which expressed serious concern over the growing promotion and marketing of formula milk products in Pakistan.
In an official communication sent to the PEMRA chairperson and the executive director of the Press Information Department, DRAP’s Pharmacy Services Division said all advertisements of formula milk products meant for children aged one to 36 months must prominently display the disclaimer: “Mother’s milk is the best for a child” and its Urdu version: “ماں کا دودھ بچے کے لیے بہترین غذا ہے”.
The letter, issued by Dr M. Akhtar Abbas Khan, Director Pharmacy Services Division, DRAP, stated that any advertisement lacking the disclaimer must be prohibited from airing.
The Senate committee observed that breastfeeding remains critical for the health, nutrition, immunity and overall wellbeing of infants and young children, while aggressive marketing of formula milk could undermine breastfeeding practices and mislead parents into believing that formula milk is an equal substitute for mother’s milk.
The committee directed that formula milk should not be promoted as a substitute for breastfeeding except where medically indicated. It also called for strict regulatory oversight to discourage promotional practices that may weaken breastfeeding culture and optimal infant feeding.
Health experts have long warned that unnecessary use of formula milk in Pakistan is contributing to poor breastfeeding practices, higher household expenditure and increased risk of infections among infants, particularly where safe water and hygienic feeding conditions are not ensured.
Officials said the latest move was aimed at protecting breastfeeding and ensuring that parents receive clear public health messaging in every formula milk advertisement.
DRAP requested the relevant regulatory authorities to issue immediate directions to satellite TV channels, broadcasters, advertisers and other stakeholders to ensure compliance with the Senate committee’s instructions in letter and spirit.
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