Misleading advertising is white collar crime: PFA

DG emphasis reiterates the importance of breastfeeding among mothers


Our Correspondent October 07, 2017
PHOTO: REUTERS

LAHORE: Punjab Food Authority Director General Noorul Amin Mengal has used the term white collar crime for companies selling products by disseminating misleading information and using glossy language on their packaging and advertisement campaigns.

He said most of the food-related promotion ads are broadcast on the most popular children’s channels. At the same time, he also reiterated the importance of mother’s milk, saying there is no substitute for it.

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Speaking at a seminar called “Mother’s milk vs Formula Milk, Causes of Breast Cancer in Pakistan” at the LCWU Auditorium on Friday. PFA DG Noorul Amin Mengal stressed that the chances of breast cancer among mothers who are feeding of have fed their children are far less.  LCWU Vice Chancellor Professor Dr Uzma Qureshi, PFA Additional Director General (Technical) Dr Shahzeb Hasnain, Executive Director Strategic Management and Internal Policy Unity Dr Ahsan Waheed Rathore, Prof of Pathology Allama Iqbal Medical College Dr Fauzia Ashraf and Member P&D Dr Fatima also addressed the participants.

A large number of students, nutrition experts and faculty members of LCWU participated in the event.



Mengal explained there is no substitution for mother’s milk. “Chances of breast cancer in mothers feeding their babies are far lesser than those who do not.”

He said PFA had completely imposed a ban on the marketing and free sampling of infant formula milk in hospitals after consultation with the Formula Milk Association. He further stated that 700 PFA teams, under the supervision of FSOs and 2000 Food Technologists, are working actively to secure the growth and nutrition of people in Punjab.

The DG further stated that PFA had formulated 16 laws and gotten them approved by the Punjab Assembly. He credited Punjab Chief Minister Punjab Shahbaz Sharif and PFA team members whose support on every platform made this development possible.

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He PFA was taking strict measures to ensure quality food and nutrition for all people, especially children. He said the authority has banned carbonated drinks at educational institutions and ensured its implementation across the province.

Mengal further added that locals must use fresh and healthy food items like juices or fruits and avoid carbonated drinks or other such products. He said that around Rs50 billion was being spent on the purchase of unhealthy products such as drinks, frozen desserts and margarine.

“PFA has pulled up its socks against them and passed the law.” He said all food organisations will be bound to get approval of their campaign and ads before starting any product promotion on broadcast or other mediums.

He stated that PFA had restricted formula milk to approve ingredients and marketing from the PFA Scientific Panel. He said Urdu language labels would also be placed on imported products.

Another speaker, Dr Ahsan Waheed Rathore said that a decline had been witnessed in breastfeeding over the last few years.

Published in The Express Tribune, October 7th, 2017.

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