Tiny English disclaimer on formula milk ads fails public awareness test, says Committee

The Senate Standing Committee on National Health Services raised serious concerns over formula milk advertisements

Islamabad: The Senate Standing Committee on National Health Services raised serious concerns over formula milk advertisements, saying the health warnings shown with them are too small and ineffective to properly inform parents about the importance of breastfeeding. The committee directed authorities to ensure clear awareness messages in both Urdu and English and launch nationwide campaigns promoting mother’s milk as the best nutrition source for babies.

The issue was discussed during a meeting of the Senate Standing Committee on National Health Services, Regulations and Coordination at Parliament House, Islamabad, chaired by Senator Amir Waliuddin Chishti. The committee reviewed the implementation of its previous instructions regarding formula milk advertisements and was informed that such advertisements are currently being aired on only two television channels with mandatory awareness messages.

However, lawmakers expressed dissatisfaction with the current system, saying the disclaimer displayed during advertisements is written only in English, appears in very small text and does not effectively communicate the importance of breastfeeding.

Senator Amir Waliuddin Chishti said that public awareness messages must be clear and easily understood by ordinary citizens. He directed the Pakistan Electronic Media Regulatory Authority (PEMRA) to verify all television channels broadcasting formula milk advertisements and ensure that health warnings are displayed prominently.

The committee instructed PEMRA to make sure awareness messages are shown in both Urdu and English so that parents across Pakistan can understand the importance of breastfeeding. Members also directed that the mandatory five percent free public service airtime provided by television channels should be used for nationwide campaigns highlighting the benefits of mother’s milk for infants.

The committee stressed that breastfeeding provides essential nutrition for babies and public awareness is necessary to help parents make informed decisions about infant feeding.

During the meeting, lawmakers also reviewed other health related issues, including medicine prices and problems in the pharmaceutical sector. The Competition Commission of Pakistan (CCP) briefed the committee about its ongoing study of the pharmaceutical industry, focusing on medicine pricing and market practices. Officials informed members that the study is expected to be completed within six months.

The committee directed the CCP to complete the study as soon as possible, saying rising medicine prices are creating difficulties for ordinary citizens. The committee also directed the Drug Regulatory Authority of Pakistan (DRAP) to provide full support during the study process and stressed the need for affordable healthcare while protecting a sustainable pharmaceutical industry.

Senator Amir Waliuddin Chishti said pharmaceutical companies following legal requirements and maintaining quality standards would receive institutional support. He emphasized that the goal is to create a fair and transparent healthcare system that benefits both patients and responsible businesses.

The committee also discussed concerns regarding Balochistan students enrolled in nursing programmes under a scholarship scheme. Officials informed lawmakers that students were allegedly being awarded a two year Associate Degree in Nursing that did not have the required recognition.

The Federal Health Minister assured the committee that the future of the students would be protected and the issue would be resolved within one week. The committee also discussed the growing concern of HIV/AIDS cases in Pakistan. Members called for stronger prevention measures, increased testing facilities, public awareness campaigns and strict monitoring systems.

The Federal Health Minister suggested making HIV/AIDS a permanent agenda item for future committee meetings to ensure continuous parliamentary attention. The committee approved the proposal and directed provincial healthcare commissions to submit reports on steps being taken to control HIV spread, prevent unsafe reuse of syringes and take action against unqualified medical practitioners.

The meeting was attended by Senators Syed Masroor Ahsan, Samina Mumtaz Zehri, Nadeem Ahmed Bhutto, Shahzaib Durrani and Nasir Mehmood, along with the Federal Minister for National Health Services and senior officials.

The committee concluded the meeting by appreciating the participation of the Federal Health Minister and stressed that regular attendance of ministers in parliamentary committee meetings is necessary for better accountability and public healthcare reforms.