Pakistan International Airlines (PIA) has issued a public apology after an ad featuring one of its planes flying towards the Eiffel Tower sparked widespread backlash online.
The airline posted the photo on its official X account to celebrate the resumption of flights to Paris after security restrictions were lifted. However, the visual was quickly criticized for its perceived insensitivity, drawing comparisons to the 9/11 terrorist attacks.
The photo showed a PIA flight heading straight for the iconic French landmark, accompanied by the caption “Paris, we’re coming today.”
Social media users were quick to point out the similarity to the 2001 attacks, when hijacked planes were flown into the World Trade Center in New York, killing nearly 3,000 people.
Many commenters expressed concern, with one asking: “Is this an advertisement or a threat?” Another said: “Paris must be on high alert now.”
Responding to the outcry, PIA spokesperson Abdullah Khan acknowledged the unintentional nature of the image and stressed that the airline never intended to evoke such negative associations.
“Unfortunately, this was blown out of proportion with connotations and perceptions that were not intended,” Khan said AFP. “It may have triggered some negative feelings for which we sincerely apologize.”
The post received around 60,000 to 70,000 comments, with many users expressing strong objections. Some criticized the airline’s marketing team, while others made light of the situation, joking: “I would rate this art a 9 out of 11.”
Foreign 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.
While the controversial ad has attracted considerable negative attention, Khan noted that PIA’s return to European markets has been well received, with flights to Paris at over 95% capacity. Despite the ongoing backlash, the post remains live on the airline’s official X account.
