Pakistan International Airlines (PIA) has issued a public apology after an advertisement showing one of its planes flying towards the Eiffel Tower sparked widespread backlash online.
The airline posted the image on its official X account, intending 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 image showed a PIA plane heading directly towards the iconic French landmark, accompanied by the caption “Paris, we are arriving today.”
Social media users were quick to point out the resemblance to the 2001 attacks, when hijacked planes crashed 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 joked: “Paris must be on alert right now.”
In response to the outcry, PIA spokesperson Abdullah Khan acknowledged the unintentional nature of the image, emphasizing that the airline never intended to evoke such negative associations.
“Unfortunately, this has been blown out of proportion, with connotations and perceptions that were not intended,” Khan said. AFP. “This may have triggered negative emotions, for which we sincerely apologize.”
The post garnered between 60,000 and 70,000 comments, with many users expressing strong objections. Some criticized the airline’s marketing team, while others ridiculed the situation, joking, “I would rate this art a 9 out of 11.”
Foreign Minister Ishaq Dar condemned the ad, calling it an example of “stupidity”, and confirmed that Prime Minister Shehbaz Sharif had ordered an investigation into the matter.
Although the controversial ad attracted significant negative attention, Khan noted that PIA’s return to European markets has been well received, with flights to Paris operating at over 95% capacity. Despite continued backlash, the post remains live on the airline’s official X account.
