{
  "id": 7283547,
  "title": "Privatisation Commission blocks Ufone’s proposed ‘e&’ rebranding, says matter requires intergovernmental approval",
  "url": "https://urgent.news/2026/09/14/privatisation-commission-blocks-ufones-proposed-e-rebranding-says",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-14T08:35:05.000Z",
  "source": {
    "name": "Business Recorder",
    "slug": "business-recorder",
    "url": "https://www.brecorder.com/news/40439408/privatisation-commission-blocks-ufones-proposed-eamp-rebranding-says-matter-requires-intergovernmental-approval"
  },
  "original_language": "en",
  "account": "The Privatisation Commission has halted the PTA’s approval process for Ufone’s rebranding to “e&”, stating the matter requires intergovernmental approval, according to the source. The PTA chairman disclosed to media that the commission stopped the regulator from moving forward with the change following the Ufone and Telenor Pakistan merger. He explained that the matter involves commitments between governments and cannot be decided solely at the regulatory level. The rebranding of Ufone as “e&” remains pending as consultations among relevant authorities continue. The Secretary IT and Telecom briefed the Senate Standing Committee on IT and Telecom, revealing that PTML had sought permission from the PTA to change Ufone’s brand name, but the matter is still under consultation. Views from both the Competition Commission of Pakistan (CCP) and PTA differ on the proposed change, and no final decision has been made to replace the established Ufone brand with e&. The committee is considering the regulatory and policy implications of the rebranding and the process for granting approval for any changes to the operator’s established brand.",
  "summary": "ISLAMABAD: The Privatisation Commission has stopped the Pakistan Telecommunication Authority (PTA) from granting approval for the proposed rebranding of Ufone as “e&”, saying the matter is a reserved issue between the governments concerned and can only be approved by the two governments. The PTA chairman, responding to media questions, revealed that the commission had directed the regulator not…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}