Sindh Board Terms Ads for Infant Formula Milk and Baby Foods as Illegal

The Infant and Young Child Nutrition (IYCN) Board in Sindh, during its inaugural meeting on Wednesday, urged the Pakistan Electronic Media Regulatory Authority (PEMRA) to ban the advertisement of breast milk substitutes and complementary foods for children up to 35 months old on electronic media.

This directive is by the Sindh Protection and Promotion of Breastfeeding and Young Child Nutrition Act 2023, which aims to protect and encourage breastfeeding practices throughout the province, according to officials.

“Today, we held the first meeting of the Infant and Young Child Nutrition Board, formed under Sindh’s breastfeeding and young child nutrition law. 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,” stated Prof. Jamal Raza, a board member, in a statement to The News after the meeting.

The meeting was chaired by Sindh Health Minister Dr. Azra Pechuho and included various stakeholders such as Health Secretary Rehan Baloch, officials from the Sindh Healthcare Commission, provincial assembly members, and representatives from international health and donor organizations.

A key outcome of the meeting was the notification of a Technical Advisory Group (TAG) led by Prof. Raza, who also serves as 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 strong monitoring system and explored strategies to combat the promotion of breast milk substitutes. Pemra was specifically asked to comply with the provincial law regarding the advertisement and promotion of these substitutes.

Additionally, the board considered the need for appropriate spaces for lactating mothers at workplaces and reviewed the issue of breast milk substitute donations to healthcare facilities.