Sindh demands withdrawal of formula milk directives

The Sindh government has called for the immediate withdrawal of recent directives allowing the advertisement of formula milk products.

The Sindh government has called for the immediate withdrawal of recent directives allowing the advertisement of formula milk products, arguing that such instructions are contrary to existing laws and public health principles. In this regard, the provincial health department has formally written to the Drug Regulatory Authority of Pakistan (DRAP), urging it to reverse the decision without delay.

According to the letter sent by the Sindh Health Department, the latest guidelines concerning the promotion and advertisement of formula milk and breast milk substitutes conflict with both federal and provincial legislation. Authorities stressed that encouraging the marketing of these products could negatively affect infant health and undermine efforts to promote breastfeeding.

The department maintained that under the current legal framework, the advertisement, marketing, and promotion of breast milk substitutes are prohibited across the country. Sindh has also enforced specific restrictions banning the marketing of formula milk products intended for children up to three years of age.

Officials emphasized that breastfeeding remains essential for the healthy growth and development of infants and young children. They warned that allowing commercial promotion of formula milk could mislead parents and discourage mothers from breastfeeding, which is widely recognized as the most beneficial source of nutrition for newborns and toddlers.

The Sindh government has urged DRAP to reconsider its recent instructions and ensure that all policies remain aligned with existing laws and international recommendations on infant nutrition. The move reflects the province’s commitment to safeguarding child health and strengthening awareness regarding the importance of breastfeeding.

The issue has sparked renewed debate over the regulation of formula milk products and the balance between commercial interests and public health priorities in Pakistan.