The Sindh Institute of Child Health and Neonatology (SICHN) has initiated legal proceedings against an infant formula manufacturer, accusing it of violating the Sindh Protection and Promotion of Breast-feeding and Young Child Nutrition Act, 2023, by allegedly promoting breast milk substitutes at a public healthcare institution and using the image of a leading child health expert without consent.
A legal notice served on behalf of SICHN Executive Director Prof Syed Jamal Raza alleges that a firm displayed and marketed infant formula products during the annual symposium of the National Institute of Child Health (NICH) in Karachi and later circulated photographs suggesting the endorsement of its products by him.
The action is being viewed as a significant test of Sindh’s breastfeeding protection law, which was enacted in 2023 to regulate the marketing of infant formula and other breast milk substitutes and to protect breastfeeding from commercial influence.
According to the notice, Prof Jamal Raza attended the NICH symposium as a guest of honour. While visiting the exhibition area, he observed a promotional stall allegedly established by the company for the display and marketing of infant formula and breast milk substitute products.
The notice maintains that such promotional activities are prohibited under the Sindh Protection and Promotion of Breast-feeding and Young Child Nutrition Act, 2023, which bars companies from advertising or promoting designated products for young children, distributing samples, sponsoring healthcare professionals or carrying out promotional activities within healthcare facilities.
The legal notice further alleges that company representatives took close-up photographs of Prof Raza near the exhibition stall without his knowledge or permission. It claims the images were subsequently circulated through digital and professional networks in a manner that falsely suggested that he endorsed, supported or validated the company’s products.
Lawyers representing Prof Raza contend that the alleged actions amount to a direct violation of the law, deceptive marketing and damage to the professional reputation of a physician who has spent decades advocating breastfeeding, neonatal health and child nutrition in Pakistan.
The notice points out that Prof Raza is regarded as one of the principal architects of the Sindh breastfeeding legislation and is actively involved in defending the law against challenges brought by commercial interests linked to the infant formula industry.
The company has been asked to immediately stop using, publishing or circulating any photographs, videos or likenesses of Prof Raza in connection with its products, delete all such material from corporate and marketing platforms, and issue an unconditional written apology acknowledging that the photographs were taken and used without his consent and that he does not endorse the company’s products.
The notice gives the company 48 hours to comply with the demands and warns that failure to do so could result in complaints before the Sindh Breastfeeding Board, criminal prosecution under the Sindh Protection and Promotion of Breast-feeding and Young Child Nutrition Act, 2023, and a civil suit seeking Rs100 million in damages for alleged defamation and reputational harm.
Public health experts have long maintained that aggressive marketing of infant formula undermines breastfeeding, which is considered one of the most effective interventions for improving child survival, protecting infants against infections and promoting healthy growth and development.
The infant formula company had not publicly responded to the allegations at the time this report was filed.
