Senate Panel seeks stronger warnings on formula milk ads

Islamabad: Regulators reported more than 7,700 formula milk advertisements on television over the reviewed periods, prompting the Senate Standing Committee on National Health Services to demand much stronger warnings for parents and clearer regulation of formula milk promotion.

The Pakistan Electronic Media Regulatory Authority told the committee that Lactogrow advertisements carrying the disclaimer that mother’s milk is the best for a child were aired 6,171 times between July 24 and August 16.

The committee was also told that Nido formula milk advertisements carrying a similar disclaimer were aired 1,555 times in only three days. Together, the two figures amount to at least 7,726 broadcasts across the stated periods.

Committee members were not satisfied with the existing warning. Chairman Senator Amir Waliuddin Chishti said the disclaimer shown with formula milk advertisements was not prominent enough and could easily be missed by an ordinary viewer.

The committee stressed that parents should be clearly told that formula milk is not a substitute for mother’s milk. Members proposed that a strong warning should appear prominently on formula milk packaging, similar in visibility to health warnings printed on cigarette packs.

They also called for voice messages in television advertisements so that viewers clearly hear the warning instead of depending only on small written text.

PEMRA told the committee that it would work to ensure implementation of the directions.

Senator Nasir Mehmood Butt objected to the wording that the regulator would merely try, saying the committee had issued a direction and expected compliance.

The committee also asked PEMRA to monitor television channels and report how formula milk advertisements and related public health messages were being handled.

Senator Masroor Ahsan raised another important question and sought a report at the next meeting on whether formula milk products available in the market had undergone laboratory testing.

The chairman also told the meeting that formula milk companies had sought to shift regulation of their products from the Drug Regulatory Authority of Pakistan to the food ministry.

He stressed that formula milk involves child health, nutrition and consumer protection and should remain under effective regulatory oversight.

The committee said the issue had been raised several times before but public awareness and media attention remained limited.

It directed regulators to continue pursuing stronger warnings and better public information so that parents are not left with the impression that formula milk is equal to or a replacement for breastfeeding.