Sindh asks Pemra not to allow airing of breast milk substitute ads

The Infant and Young Child Nutrition (IYCN) Board in Sindh, in its inaugural meeting on Wednesday, asked the Pakistan Electronic Media Regulatory Authority (Pemra) to prohibit the advertisement of breast milk substitutes and complementary foods for children up

to 35 months of age on electronic media.

This directive aligns with the provisions of the Sindh Protection and Promotion of Breastfeeding and Young Child Nutrition Act 2023, which seeks to safeguard and promote breastfeeding practices across the province, officials said.

“Today, we convened the first meeting of the Infant and Young Child Nutrition Board, established under Sindh’s breastfeeding and young child nutrition law. The board urged Pemra officials present at the meeting to ensure that advertisements for breast milk substitutes and complementary food items are not aired, as such promotions are prohibited under the provincial law,” Prof Jamal Raza, member of the board, informed The News after the meeting.

Chaired by Sindh Health Minister Dr Azra Pechuho, the meeting was attended by various stakeholders, including Health Secretary Rehan Baloch, officials from the Sindh Healthcare Commission, members of the provincial assembly, and representatives from international health and donor organisations.

A significant outcome of the meeting was the notification of a Technical Advisory Group (TAG) led by Prof Raza, who is also 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 robust monitoring mechanism and explored strategies to counter the promotion of breast milk substitutes. Pemra was specifically requested to adhere to the provisions of the provincial law concerning the advertisement and promotion of such substitutes.

Additionally, the board addressed the need for allocating proper spaces for lactating mothers at workplaces and examined the issue of breast milk substitute donations to healthcare facilities.