Islamabad: More than 7,700 television advertisements for formula-milk products were aired in 24 days, the Senate Standing Committee on National Health Services was told on Thursday, raising renewed concern over the scale and manner of their promotion.
The committee was told that the message, “mother’s milk is best for a child”, carried in the advertisements was displayed in such tiny font that it remained virtually unnoticeable to viewers, defeating its purpose of reminding parents that formula milk could not replace breast milk.
The Pakistan Electronic Media Regulatory Authority said Lactogrow advertisements had been broadcast 6,171 times between July 24 and August 16, carrying the disclaimer: “Mother’s milk is the best for a child.”
It said Nido formula-milk advertisements carrying disclaimers were aired 1,555 times in three days, bringing the reported number of broadcasts to 7,726.
Committee chairman Senator Amir Waliuddin Chishti said the warning was either not clearly visible or shown in extremely small lettering, making it difficult for an ordinary viewer to notice or read. He said the committee had repeatedly raised the matter but it had received limited attention.
The committee directed PEMRA to ensure that formula-milk advertisers display breastfeeding warnings in large, prominent and readable font, instead of reducing them to barely visible text. It also asked the regulator to require voice-over messages clearly stating that formula milk was not a substitute for mother’s milk.
Senator Shahzaib Durrani proposed that formula-milk tins and packs should also carry clear warnings, similar to health warnings on cigarette packs, stating that breast milk was the best feed for infants and young children.
Senator Nasir Mehmood Butt told PEMRA that enforcing the committee’s direction was mandatory. He objected when the regulator said it would “try” to ensure implementation, saying it was required to ensure compliance.
The committee asked PEMRA to monitor television channels and report at its next meeting how many had carried news of its deliberations on formula-milk advertising and breastfeeding. Senator Masroor Ahsan sought a report on whether formula-milk products being sold in the market had undergone laboratory testing.
Senator Chishti said formula-milk companies had sought to move their regulation from the Drug Regulatory Authority of Pakistan to the food ministry. He stressed that the issue involved child health, nutrition and consumer protection and should remain under effective regulatory oversight.
The committee also unanimously recommended approval of the Electronic Nicotine Delivery Systems (Regulation) Bill, 2025, moved by Senator Sarmad Ali.
The proposed law seeks to regulate e-cigarettes and other electronic nicotine products. Members expressed concern over the delay in processing the private member’s bill, saying it had remained under discussion for several committee meetings.
Health ministry officials said the bill required legal examination, stakeholder consultation and government consent. The committee observed that consultations had been completed, the Pakistan Standards and Quality Control Authority could test nicotine levels, and implementation would not create financial implications for the government.
The committee further directed the health ministry and Pakistan Medical and Dental Council to retain the existing four-year Bachelor of Dental Surgery programme, rejecting PMDC’s proposal to extend it to five years.
PMDC President Prof Rizwan Taj said the additional year was proposed because Pakistani dental graduates faced equivalence difficulties abroad. He said Saudi Arabia had refused to accept Pakistani dental graduates, while Health Minister Syed Mustafa Kamal said Pakistani students going abroad were often required to study for an additional year.
Senators said parents already faced a heavy financial burden from medical and dental college fees and that adding a year would not automatically improve education. Senator Rubina Khalid said the PMDC should improve the curriculum, clinical training and academic standards instead.
The committee chairman questioned the consultation process, saying the PMDC had issued a notification without approval from its academic committee and without adequately consulting students, parents and private dental institutions.
The committee also briefly discussed alleged eviction of Balochistan students from Health Services Academy hostels and concerns over its administration. It decided that its concerns about institutional governance and the legal status of the vice chancellor’s continuation in office should be formally conveyed to the President of Pakistan.
Ends