LAHORE: The provincial government has notified new rules of the Punjab Food Authority (PFA) to govern infant formula manufacturers to promote breast feeding for the healthy growth of infants.

The PFA (Marketing of Infant Formula) Regulation 2017 was notified on Feb 15 and its clauses of regulation were prepared under section 57 of the PFA Act.

A copy of the notification reveals that no representative of any infant formula company will be allowed to approach doctors or medical practitioners for marketing of their products for recommending the same for infants, and it (marketing) has been declared an offense.

The promotion and marketing of infant formula products in any public or private healthcare facility and maternity centres has been completely banned. Violation of any clause of regulation shall be considered offense on part on company, corporation, partnership or the institution dealing with involved product, the notification says.

It further reads that any educational or informational material relating to a designated product may be provided to doctors through email and they shall not be approached directly by marketing agents.

Under the regulation, the sellers of infant formula shall display their products at one designated place/shelf in their retail outlets, and, a notice stating “Infant Formula is not a substitute of Mother Milk” be affixed prominently.

It states that formula products for grown-ups should clearly be distinguishable by name and design from infant formula packaging.

Use of word “Milk” on infant formula products or their promotional material has been completely banned.

Halal product certification has been made compulsory for all infant formula products. Medical centre shall provide infant formula products to customers only on prescription/ recommendation of a doctor. The labeling requirements shall be as per the specification of Punjab Pure Food Regulations 2017.

PFA officers (including ADG operations, director operations, deputy director operations and food safety officers/assistant food safety officer) are empowered to register FIR against the offender/guilty. A penalty shall be imposed under chapter 4 of PFA Act 2011, it says.

PFA Director General (DG) Noorul Amin said the authority had a very clear stance on infant formula from day one.

He said all the companies selling their products by disseminating misleading information, through glossy packing, and advertisement campaigns were committing a “white collar crime”.

He said PFA would not spare anyone found guilty under the new regulation.

He said the PFA had imposed a ban on the sale of six imported infant formula products of Lactena and NeoLac for disseminating misleading information and mislabeling.

Mr Mengal said unfortunately Pakistan stood first in infant mortality and the country also had an alarming ratio of breast cancer and malnutrition.

He said the new regulation would help improve infant health and nutrition and result in curbing breast cancer cases in Pakistan.

Published in Dawn, February 22nd, 2018