The Instagram account of Crumble Pakistan, a well-known local cookie brand famous for its lively online presence, is currently down after unexpected copyright complaints.
The removal of Crumble Pakistan’s Instagram page has disrupted the brand’s main digital channel, leaving customers confused and showing how fragile a social media presence can be when automated systems are triggered.
According to a statement from Crumble’s management, their official Instagram page, @crumblepakistan, was taken down on July 2 after three copyright reports were filed using unfamiliar iCloud email addresses.
The reported content included short, trendy reels that the brand says were completely original. Crumble said these posts were not reuploads, ads, or directly commercial content and that the account had no previous record of violations. They submitted an appeal as soon as they learned about the problem.
Crumble stressed that in the past three years, they had created over 1,300 original pieces of content combining humor, culture, and what they called a truly local voice, making the brand feel personal and strongly connected to Pakistan’s community.
Since the Crumble Pakistan Instagram page was taken down, fake accounts and misleading updates have appeared, adding to the confusion.
The company is trying to recover the original account and reassured customers that while the page is offline, their team, values, and goals are still the same. They asked supporters to help spread the message that Crumble has not vanished.
Separately, Agha Usman, one of Crumble’s founders in Pakistan, explained on LinkedIn that they had submitted their case through Meta’s official support channels.
While there was no clear proof of deliberate targeting, Usman mentioned some worrying patterns: three copyright reports coming close together from similar iCloud emails, followed by phishing attempts and strange account activity.
He said getting issues resolved through these platforms can be slow without direct escalation and asked for help from anyone connected to Meta or related networks to get the problem reviewed quickly.
This situation shows the difficulties local businesses face in protecting their digital platforms, especially when automated copyright systems can cause sudden and major disruptions.
