ISLAMABAD – The Pakistan Telecommunication Authority (PTA) has directed Pakistan Telecommunication Mobile Limited (PTML) not to introduce any new brand identity until the legal process related to merger with Telenor Pakistan is wrapped up.
The move has put the proposed “e&” branding on halt, stopping the launch of the related commercial activities.
PTA has issued directed in this regard on July 2, stating that PTML must first inform the PTA once the merger officially comes into legal effect before proceeding with any branding, advertising or promotional campaign.
The authority emphasized that all legal requirements, including the necessary notification or acknowledgment from the Securities and Exchange Commission of Pakistan (SECP), must be completed before any rebranding exercise can move forward.
The directive follows the Islamabad High Court’s approval of the PTML-Telenor Pakistan merger on June 24. After the approval, reports suggested that the merged telecom operator was considering replacing the Ufone brand with “e&”, the global identity associated with its UAE-based majority shareholder, Etisalat.
The proposed brand change has also sparked debate over its legal and financial implications. According to a senior official from the IT Ministry, adopting the “e&” name could face legal challenges because the merged company would continue to operate as a subsidiary of PTML, which remains a state-owned enterprise.
The official further noted that using an international brand could raise copyright-related concerns or require the payment of royalty fees to Etisalat.
