The Senate Standing Committee on National Health Services on October 20 directed the Pakistan Electronic Media Regulatory Authority (PEMRA) to enforce mandatory spoken health warnings in infant formula milk advertisements, warning that the advertisements could be prohibited if the required disclaimers were not included.

The committee, chaired by Senator Amir Waliuddin Chishti, said written disclaimers displayed after advertisements were insufficient to communicate the importance of breastfeeding.

PEMRA Chairperson Ambreen Jan told the committee that written disclaimers and breastfeeding public service messages were being aired, but television channels and other organisations had objected to broadcasting the disclaimers as voice-overs.

Committee members insisted that the warnings must be clearly communicated and direct viewers to the importance of breast milk. Senator Shahzaib Durrani called for a disclaimer similar to those used in tobacco advertisements, stating that formula milk advertisements could continue only if the required warning was included.

The committee directed PEMRA to ensure full compliance with its instructions and incorporate the requirements into its media campaign. It also stressed that formula milk advertisements should be prohibited where the mandatory spoken disclaimer was not included.

Senator Chishti further directed the Ministry of National Health Services to update its animated public service message promoting breastfeeding within three days to make it more effective.