Privatisation Commission blocks Ufone’s proposed ‘e&’ rebranding, says matter requires intergovernmental approval

According to Business Recorder, the Privatisation Commission has told the Pakistan Telecommunication Authority to hold off on approving the proposed renaming of Ufone as “e&”. The commission said the issue is reserved for the governments concerned and can only be cleared by both of them. The PTA chairman, speaking to reporters, said the regulator had been instructed not to proceed after the Ufone and Telenor Pakistan merger.

The PTA chairman added that the proposal rests on obligations shared by the two governments, so the regulator alone cannot settle it. Meanwhile, the government has not reached a final decision, and consultations among relevant authorities are still ongoing. Before the Senate panel on IT and Telecom, the Secretary of that ministry said Pakistan Telecommunication Mobile Limited had asked PTA for permission to change the brand. He noted that the Competition Commission of Pakistan and PTA hold differing views on the change.

The secretary stressed that no final decision has been made on replacing the established Ufone name with e&, and further consultations will come before any decision is reached. The committee also examined the regulatory process and policy implications of changing an established brand. The outcome remains open while the review continues.