Senate Committee Orders Health Warnings on Formula Milk Advertisements

Pakistan's Senate committee instructed media regulators to require health warnings on infant formula ads to address child malnutrition.

NationPulse Desk

Oct 21, 2026 · 6:37 PM 1 min read

Key takeaways

The Senate Standing Committee on National Health Services issued the directive on Tuesday.

PEMRA was told to ensure formula ads state that mother's milk has no substitute.

UNICEF data shows nearly 10 million children suffer from stunting in Pakistan.

Only 38% of infants receive exclusive breastfeeding during their first six months.

Pakistan's Senate Standing Committee on National Health Services instructed the electronic media regulator on Tuesday to mandate clear health warnings in advertisements for infant formula. Lawmakers expressed worry that aggressive marketing of breast milk substitutes might hurt ongoing campaigns against child malnutrition.

Senator Amir Waliuddin Chishti, who chairs the committee, stated that the Pakistan Electronic Media Regulatory Authority must follow these orders, noting that the agency holds the power to levy fines, ban commercials, or apply other regulatory actions.

Ambreen Jan, chairperson of PEMRA, shared public-service announcements focused on breastfeeding and baby nutrition during the session. Senator Shahzaib Durrani pointed out that past committee directives already demanded curbs on formula milk marketing, specifically when capable mothers choose alternatives instead of breastfeeding.

Durrani suggested adding mandatory visual disclaimers comparable to warnings found on tobacco products. Jan raised the option of prohibiting formula milk commercials altogether, though committee members reiterated that enforcement decisions belong to PEMRA.

This conversation arose from broader worries regarding child stunting and nourishment across the country. UNICEF figures indicate that nearly 10 million children experience stunting, and only 38% of babies receive exclusive breastfeeding through their initial six months of life.

Questions and answers

What did the Senate committee direct PEMRA to do?

The committee directed PEMRA to enforce mandatory health warnings stating there is no substitute for mother's milk in infant formula advertisements.

What statistics did UNICEF provide regarding child nutrition?

UNICEF estimates that nearly 10 million children suffer from stunting, and only 38% of infants are exclusively breastfed during their first six months.