Sindh enforces strict infant formula promotion rules
Sindh begins major breastfeeding campaign
The Sindh breastfeeding campaign is being observed throughout August with awareness programmes designed to encourage mothers to breastfeed their babies.
The government says the campaign is focused on improving maternal and child health while helping families understand the long-term benefits of breastfeeding.
Officials believe stronger awareness can improve infant nutrition and reduce preventable childhood illnesses.
Strict action against infant formula promotion
Health authorities announced that infant formula promotion will face stricter monitoring across Sindh.
Provincial Health Minister Dr Azra Fazal Pechuho said the government will fully enforce the breastfeeding law Sindh, officially known as the Sindh Protection and Promotion of Breast-feeding and Young Child Nutrition Act.
The breastfeeding law Sindh prohibits advertising, marketing and promotion of breastmilk substitutes, infant formula products and commercial complementary foods intended for children up to three years of age.
According to the minister, authorities will closely monitor unethical marketing practices that may discourage mothers from breastfeeding or create unnecessary dependence on breastmilk substitutes.
She said breastmilk remains the safest and healthiest source of nutrition for newborns and infants.
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Baby-Friendly Hospital Initiative expands
As part of the Sindh breastfeeding campaign, the government is expanding the Baby-Friendly Hospital Initiative across major hospitals.
The Baby-Friendly Hospital Initiative is now being introduced in tertiary, district and regional healthcare facilities.
Hospitals will promote immediate skin-to-skin contact after birth and encourage mothers to begin breastfeeding within the first hour of delivery.
Doctors and nurses will also discourage unnecessary use of breastmilk substitutes unless medically required.
Officials believe the Baby-Friendly Hospital Initiative will help more mothers successfully breastfeed their babies from the very beginning.
Thousands of healthcare workers receive training
The Health Department confirmed that more than 3,000 healthcare workers have already completed specialised training.
The training includes lactation management, breastfeeding counselling and maternal nutrition.
Officials say better-trained healthcare professionals will provide stronger guidance to mothers and improve breastfeeding support throughout public hospitals.
World Breastfeeding Week highlights healthier beginnings
This year’s World Breastfeeding Week is being observed under the theme “Breastfeeding for a Sustainable Start in Life: Strengthen What Works.”
The government is encouraging healthcare providers, media organisations, community groups and families to support breastfeeding mothers.
Officials said World Breastfeeding Week is an opportunity to remind parents that breastfeeding protects children from diseases such as diarrhoea, pneumonia and malnutrition.
They added that breastfeeding, together with routine immunisation, remains one of the most effective ways to improve child survival and healthy development.
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UNICEF joins the campaign
UNICEF has also expressed support for the Sindh breastfeeding campaign.
UNICEF Sindh Chief of Field Office Prem Bahadur Chand described breastfeeding as a shared responsibility that plays an important role in child survival, nutrition and development.
The organisation said it will continue supporting awareness programmes and community engagement activities throughout World Breastfeeding Week.
