Pakistan International Airlines (PIA) has issued an apology after facing criticism for a social media post that some users compared to imagery reminiscent of the 9/11 attacks.
The controversial post, shared on PIA’s X (formerly Twitter) account, featured an image of a plane flying towards Paris' iconic Eiffel Tower with the caption, "Paris, we’re coming today." The advertisement was meant to celebrate PIA’s inaugural flight to Paris following the European Union Aviation Safety Agency’s (EASA) lifting of its ban on the airline in November 2024.
The promotional material sparked backlash as many users likened its imagery to the tragic events of 9/11, where two hijacked planes struck the World Trade Centre in New York, claiming the lives of approximately 3,000 people.
In response, PIA spokesperson Abdullah Khan acknowledged the controversy, stating that the ad had been "blown out of proportion" and apologised for any unintended offense it may have caused. "Unfortunately, this was blown out of proportion with connations and perceptions that were not intended," Khan clarified.
Despite the negative attention, Khan noted that the advertisement garnered millions of views on X, with only 10% of the overall engagement comprising approximately 60,000 to 70,000 negative comments.
Deputy Prime Minister Ishaq Dar condemned the advertisement, calling it an example of "stupidity" and confirmed that Prime Minister Shehbaz Sharif had ordered an inquiry into the matter.
Khan added that the public’s response to PIA’s return to Europe has been overwhelmingly positive. Since the resumption of European operations, flights have operated at over 95% capacity.
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