The planned rebranding of the merged Ufone Telenor company has been put on hold by the government amid legal and corporate governance questions. The company was expected to adopt the e& brand name, but officials have decided to pause the process until every legal matter is fully reviewed.
According to reports, the Ufone board had approved the name change. The decision raised eyebrows because the PTCL board had earlier delayed ruling on the same proposal. Authorities are now examining whether the Ufone board actually had the legal authority to approve a new brand identity before all merger formalities were complete.
Officials are also reviewing whether the approval followed the correct corporate and legal procedures. A separate concern is the proposed removal of the word Pakistan from the company's identity. Some stakeholders worry that dropping the word could weaken the company's national identity and public image, and these concerns are expected to feature in the review.
No final decision has been made. The matter will remain under official review until all legal questions are settled and every regulatory and governance requirement is met. Until then, the merged telecom company will continue operating under its existing arrangements, and the e& brand will stay parked for now.
