Islamabad, November 10,2026: The Senate Standing Committee on National Health Services, Regulations and Coordination has called for immediate enforcement of the Protection of Breast-Feeding and Child Nutrition Ordinance, 2002, expressing serious concern over its apparent non-implementation and weak regulatory oversight.
In a formal letter to Federal Minister for National Health Services, Regulations and Coordination Syed Mustafa Kamal, Committee Chairman Senator Amir Waliuddin Chishti highlighted shortcomings in enforcing legal restrictions on the advertisement, promotion, marketing and labelling of infant formula and breast-milk substitutes.
The letter follows the committee’s meeting held on November 3, 2026, during which members reviewed the implementation of the existing legal framework for protecting breastfeeding and ensuring appropriate infant nutrition.
The committee stressed the need to make the National Infant Feeding Board, established under Section 3 of the ordinance, fully operational and ensure strict compliance with restrictions on commercial promotional practices, including advertisements, promotional incentives, free samples and direct marketing of designated products.
It also called for enforcement of mandatory labelling and packaging requirements under Section 8, including warnings in Urdu, prescribed product information and safeguards against misleading claims suggesting that infant formula is equivalent or superior to mother’s milk.
Taking note of proceedings before the Supreme Court of Pakistan and the Islamabad High Court concerning misleading descriptions, labelling and advertisements of formula and powdered milk products, the committee directed the ministry to review compliance with operative judicial orders and ensure enforcement of the law wherever no judicial restraint exists.
The committee also sought comprehensive details of inspections, investigations, notices, prosecutions and penalties imposed during the past three years.
It emphasised the need to clearly define enforcement responsibilities and strengthen coordination among the Drug Regulatory Authority of Pakistan (DRAP), Pakistan Electronic Media Regulatory Authority (PEMRA) and other relevant regulatory bodies.
The committee further called for effective measures to address digital advertising, indirect promotion and brand extensions used to market infant formula and breast-milk substitutes.
The ministry has been directed to immediately review implementation of the ordinance, operationalise the National Infant Feeding Board and initiate corrective and enforcement measures.
The committee has sought an initial action-taken report within 15 days, accompanied by relevant statutory notifications, judicial orders, regulatory directions and a comprehensive implementation plan specifying responsible authorities, enforcement measures and timelines.
The ministry has also been asked to nominate a senior focal officer to coordinate the process and provide periodic progress reports to the committee.
The committee underscored that protecting infant health is a constitutional responsibility and an important public welfare obligation, stressing the need for institutional accountability and sustained enforcement of legal safeguards.
