A Senate committee has directed Pakistan’s electronic media regulator to enforce mandatory health warnings in infant formula advertisements, raising concerns that aggressive promotion of breast milk substitutes could undermine efforts to combat child malnutrition.
The Senate Standing Committee on National Health Services issued the directive on Tuesday, asking the Pakistan Electronic Media Regulatory Authority (PEMRA) to ensure advertisements clearly state that there is no substitute for mother’s milk.
Committee chairman Senator Amir Waliuddin Chishti said that PEMRA could decide whether to ban advertisements, impose fines or take other regulatory measures, but must implement the committee’s instructions.
During the meeting, PEMRA Chairperson Ambreen Jan presented public-service messages promoting breastfeeding and infant nutrition. However, Senator Shahzaib Durrani said previous committee instructions had also called for discouraging formula milk promotion, particularly when mothers who could breastfeed opted for alternatives.
Durrani proposed mandatory visual disclaimers similar to those used in cigarette advertisements. Jan suggested that formula milk advertisements could be banned, while committee members maintained that regulatory action rested with PEMRA.
The discussion comes amid concerns over child malnutrition in Pakistan. UNICEF estimates that nearly 10 million children suffer from stunting, while only 38% of infants are exclusively breastfed during their first six months.
Via: Arab News
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