Sindh cracks down on formula milk, complimentary food advertising under new law
M. Waqar Bhatti: The Infant and Young Child Nutrition (IYCN) Board in Sindh, during its inaugural meeting on Wednesday, directed the Pakistan Electronic Media Regulatory Authority (PEMRA) to prohibit the advertisement of breast milk substitutes and complementary foods for children up to 35 months of age on electronic media.
This directive aligns with the provisions of the “Sindh Protection and Promotion of Breastfeeding and Young Child Nutrition Act 2023,” which seeks to safeguard and promote breastfeeding practices across the province, officials said.Sindh, fed govts agree to establish Special Economic zone on remaining steel mills land Steel Mill to be revitalized: CM
“Today, we convened the first meeting of the Infant and Young Child Nutrition Board, established under Sindh’s breastfeeding and young child nutrition law. The board urged PEMRA officials present at the meeting to ensure that advertisements for breast milk substitutes and complementary food items are not aired, as such promotions are prohibited under the provincial law,” Prof. Jamal Raza, a member of the board, informed The News after the meeting.
The meeting, chaired by Sindh Health Minister Dr. Azra Pechuho, was attended by various stakeholders, including Secretary Health Rehan Baloch, officials from the Sindh Healthcare Commission, members of the provincial assembly, and representatives from international health and donor organizations.
A significant outcome of the meeting was the notification of a Technical Advisory Group (TAG) led by Prof. Jamal Raza, the Executive Director of the Sindh Institute of Child Health and Neonatology (SICHN), with a deputy secretary from the health department appointed as the coordinator.
The board also discussed the establishment of a robust monitoring mechanism and explored strategies to counter the promotion of breast milk substitutes. PEMRA was specifically requested to adhere to the provisions of the provincial law concerning the advertisement and promotion of such substitutes.
Additionally, the board addressed the need for allocating proper spaces for lactating mothers at workplaces and examined the issue of breast milk substitute donations to healthcare facilities.
The legislation, which aims to increase exclusive breastfeeding rates by strictly regulating the promotion and sale of formula milk, faced significant opposition from the baby food industry. Multinational and local formula milk companies lobbied extensively against the law, seeking amendments that would have weakened its provisions.
“Despite intense pressure, the Sindh health authorities, led by Dr. Azra Pechuho, remained steadfast in their commitment to the law’s original objectives, prioritizing infant health and breastfeeding promotion”, he added.
Another board member highlighted that, in addition to resistance from the formula milk companies, the Sindh Governor also contributed to delays in the law’s enactment by raising concerns and objections to the bill. This opposition added a layer of complexity to the legislative process, as the provincial government had to navigate both corporate interests and political challenges.
The “Sindh Protection and Promotion of Breastfeeding and Young Child Nutrition Act 2023” is a landmark law in Pakistan, aiming to protect and promote breastfeeding practices in the province, he said adding that it is part of a broader global effort to reduce the influence of formula milk companies, whose aggressive marketing strategies have been criticized for undermining breastfeeding—a practice that is vital for child health and development.
