Sindh govt calls for ban on infant formula advertising permits

The government of Sindh has called for the withdrawal of permission granted for advertising infant formula milk, urging the Drug Regulatory Authority of Pakistan (DRAP) to review its recent directives.

The provincial Health Department stated that the approval of such advertisements is in violation of existing laws and could discourage breastfeeding practices.

Officials warned that recent guidelines issued by DRAP may undermine efforts to promote exclusive breastfeeding, and stressed that a zero-tolerance policy should be adopted against the promotion of breast milk substitutes.

According to the Sindh Health Department, the marketing of breast milk substitutes is prohibited under both federal and provincial legislation.

It further stated that in Sindh, advertising and marketing of formula milk products for children up to three years of age is not permitted.

The department added that advertisements, promotional campaigns, and marketing activities for formula milk are banned across electronic, print, and social media platforms.

It further noted that indirect promotion, corporate sponsorships, and the provision of gifts to medical professionals by companies are also prohibited.

Authorities warned that companies violating these regulations could face imprisonment and heavy fines under applicable laws.

Health experts reiterated that exclusive breastfeeding for the first six months of life remains the most beneficial nutrition for infants.