KARACHI: The Sindh Health Department has vehemently opposed the Drug Regulatory Authority of Pakistan’s (DRAP) decision to allow the advertisement of infant formula milk, demanding an immediate reversal of the policy. Terming DRAP’s directive a blatant violation of federal and provincial laws, the Sindh government reiterated its strict zero-tolerance policy toward the promotion of breast-milk substitutes. Provincial health authorities emphasized that marketing formula milk directly discourages breastfeeding, which poses a severe and direct threat to infant health. Under Sindh’s established provincial laws, any form of marketing, advertising, or promotional campaign for formula milk targeting children up to three years of age is classified as a punishable criminal offense.
To ensure strict compliance, the government has imposed a comprehensive ban covering all electronic, print, and social media platforms. This restriction extends beyond standard commercials to outlaw indirect marketing tactics, including corporate sponsorships and the distribution of promotional gifts or free samples to hospital medical staff. The Sindh government has issued a stern warning that any manufacturing companies found violating these regulations will face severe legal consequences, including heavy financial penalties and imprisonment. Supporting this decisive move, health experts have highlighted that breast milk remains the exclusive and irreplaceable source of complete nutrition for the first six months of a child’s life, warning that commercializing formula milk for corporate profit dangerously compromises infant healthcare.
