Sindh Government Moves to Restrict Infant Formula Ads to Promote Breastfeeding
The Sindh Infant and Young Child Nutrition (IYCN) Board has requested the Pakistan Electronic Media Regulatory Authority (PEMRA) to impose a ban on advertisements promoting breast milk substitutes and complementary foods for children up to 35 months of age. This action is in line with the Sindh Protection and Promotion of Breastfeeding and Young Child Nutrition Act 2023, aimed at enhancing breastfeeding practices and protecting infant health.
The board made this request during its inaugural meeting held on 21st August, chaired by Sindh Health Minister Dr. Azra Pechuho. The meeting included contributions from Health Secretary Rehan Baloch, officials from the Sindh Healthcare Commission, members of the provincial assembly, and representatives from international health and donor organizations.
Prof. Jamal Raza, a member of the IYCN Board and Executive Director of the Sindh Institute of Child Health and Neonatology (SICHN), provided insights into the board’s concerns. “The board requested PEMRA officials present at the meeting to ensure that advertisements for breast milk substitutes and complementary foods are not broadcasted, as such promotions are prohibited by provincial law,” Raza stated.
Board also addressed the need for proper facilities for lactating mothers in workplaces and examined the issue of breast milk substitute donations to healthcare facilities.
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