Islamabad: The delay in promulgating the Breast Milk Substitutes (BMS) law at the federal level was not caused by corporate pressure but by a lack of understanding among legislators, as many lawmakers are probably unaware of the dangers of formula feeding or the benefits of breastfeeding, Minister of State for Health Dr. Malik Mukhtar Ahmed Bharath said on Tuesday.
Speaking at an awareness session for journalists at the Health Services Academy (HSA), he said ignorance about breastfeeding and basic health facts among parliamentarians and media professionals remains one of the biggest barriers to improving public health and preventing disease in Pakistan.
“Most of our parliamentarians and even senior journalists don’t know that hepatitis B and C are not water-borne diseases. When those shaping public opinion lack such basic knowledge, how can the public be expected to understand breastfeeding, vaccination or birth spacing?” he questioned.
The consultative meeting on the Role of Media in the Promotion, Protection and Support of Breastfeeding was organized by UNICEF in collaboration with the Ministry of National Health Services, the Ministry of Planning, Development and Special Initiatives, and partner organizations.
More than 40 journalists from major print, electronic and digital outlets attended the event, which concluded with a joint declaration committing media professionals to promote breastfeeding and counter misleading marketing of formula milk.
Dr. Mukhtar said breastfeeding remains the simplest and most effective protection against malnutrition and childhood disease, yet it continues to be misunderstood. “Breastfeeding is a natural contraceptive. A woman who breastfeeds exclusively for two years does not conceive during that time, but most women are unaware of this,” he said.
He lamented that Pakistan has yet to establish a single Baby-Friendly Hospital—a globally recognized standard for maternity facilities that promote breastfeeding. The minister pledged full support for initiatives advancing breastfeeding and health literacy, adding that Islam does not prohibit birth spacing but encourages responsible parenthood and family well-being.
UNICEF Representative in Pakistan Pernille Ironside said breastfeeding was “the first vaccine, first right and first protection” for every child. “Yet less than half of Pakistan’s babies under six months are exclusively breastfed—well below the global target of 60 percent. This gap leads to thousands of preventable child deaths every year,” she said.
Ironside added that breastfeeding is also an economic and gender-equality issue. “For every dollar invested in breastfeeding, there’s a return of thirty-five dollars. It saves lives, reduces healthcare costs and builds the nation’s future workforce,” she noted, urging the media to normalize breastfeeding, challenge stigma and report responsibly on maternal and child health.
UNICEF Nutrition Chief Anteneh Girma Minas highlighted that about 54 percent of Pakistani children are at risk of poor developmental outcomes due to inadequate nutrition. Pakistan faces a triple burden of malnutrition—stunting, wasting and obesity—that costs an estimated 3 percent of GDP annually and contributes to nearly half of all child deaths. “Effective interventions exist, and breastfeeding remains one of the most impactful public health measures,” he said.
According to data shared at the session and Statista Market Forecast, formula milk sales reached $435 million—around Rs 124 billion—by September 2025, most of it imported. This, experts warned, places a heavy financial burden on families and adds strain to the national economy.
UNICEF Gender and Development Specialist Fahmida Khan stressed the need for gender-responsive workplace policies and daycare facilities to help working mothers continue breastfeeding.
A panel discussion followed, featuring Dr. Irfanullah of Nutrition International, Dr. Nazeer Ahmed, Chief Nutrition at the Ministry of Planning, Munawar Hussain of Global Health Advocacy Incubator, UNICEF’s Fahmida Iqbal and senior journalist Nadeem Chaudhry. The panellists discussed the media’s role in addressing misconceptions, highlighting enforcement gaps and promoting family-friendly workplaces.
Senior nutrition expert Dr. Irshad Danish and UNICEF Nutrition Officer Muhammad Salman said the media’s influence can reshape social behavior and policy. “When journalists report evidence-based stories on breastfeeding, they counter misinformation and build public trust. The media can play a decisive role in transforming social norms and protecting mothers from commercial manipulation,” they said.
Participants adopted a joint media statement committing to promote evidence-based reporting, gender-responsive advocacy and stronger accountability for policies that support mothers to breastfeed.
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