LAHORE: The Punjab government on Wednesday came out with new rules of the Punjab Food Authority (PFA) regarding infant formula manufacturers to promote breastfeeding among infants, as reported by a local English daily.
The PFA (Marketing of Infant Formula) Regulation 2017 was notified and its clauses of regulation were prepared under section 57 of the PFA Act.
According to the notification, infant formula companies will not be allowed to form liaisons with medical practitioners for marketing of their products as it has now been declared an offence.
Public and private healthcare facilities cannot promote or publicise any infant formula products as any such publicity has now been completely banned. If any of the clauses of the regulation is violated it will be considered an offence.
According to the notification, all displays of infant formulas will be done at one designated place with a notice stating, “Infant Formula is not a substitute for Mother Milk” be affixed prominently.