Pakistan International Airlines (PIA) has issued an apology after an advert featuring a plane flying toward the Eiffel Tower sparked outrage online.
The image, posted on the airline’s official X account, was intended to mark the first flight to Paris since safety restrictions were lifted, but it quickly drew criticism for its perceived insensitivity.
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“Unfortunately, this was blown out of proportion, with connotations and perceptions that were not intended,” PIA spokesman Abdullah Khan told AFP. “It may have triggered some negative emotions, for which we sincerely apologise,” he added.
The post showed a PIA aircraft heading directly toward the famous French landmark, with the caption “Paris, we are coming today.” Many users on social media compared the visual to the 9/11 terrorist attacks in the US, where hijacked planes crashed into the Twin Towers in New York, killing nearly 3,000 people.
Thousands of comments pointed out the similarities between the advert and the 2001 attacks, where two planes were flown into the World Trade Center. Al-Qaeda leader Osama bin Laden was killed in Pakistan by US forces in 2011, and a Pakistani militant, currently detained in Guantanamo Bay, is believed to have been the chief mastermind of those attacks.
Critics were quick to voice their concerns online. One user asked, “Is this an advertisement or a threat?” while another wrote, “I’d have a word with your marketing department on this one, chief.” Other users also joked, “Paris must be on high alert by now,” and “I would rate this art 9 out of 11.”
Khan added that the negative reactions amounted to around 60,000 to 70,000 comments.
Finance minister Ishaq Dar said that the prime minister has ordered an inquiry into the advert, calling it an example of “stupidity.”
PIA’s reputation has faced multiple setbacks in recent years. In June 2020, the airline was banned from flying to the European Union, UK, and US after one of its Airbus A-320 planes crashed in Karachi, killing nearly 100 people. The disaster was blamed on human error by the pilots and air traffic control, and it was later revealed that a significant number of pilots had dubious or fake licences.
In 2016, a PIA plane caught fire after one of its engines failed during a flight from the remote north to Islamabad, killing over 40 people.
In November, the European Union Aviation Safety Agency lifted the ban on PIA, citing “sufficient confidence” in the Pakistan Civil Aviation Authority’s oversight. However, the airline remains barred from flying in the UK and the US.
PIA continues to fly to multiple cities across Pakistan, including in the mountainous north, and also serves destinations in the Gulf and Southeast Asia.
Despite the backlash, Khan noted that the airline’s return to Europe has been welcomed with positive feedback. Flights to Paris have been operating at over 95% capacity.
The controversial post is still live on PIA’s official X handle.
