PIA apologises for controversial Paris flight advertisement

Deputy PM Ishaq Dar labels PIA's Paris advertisement as an example of 'stupidity'
An undated image of a PIA aircraft. — Depositphotos
An undated image of a PIA aircraft. — Depositphotos

Pakistan International Airlines (PIA) has issued an apology following backlash over a controversial social media post that drew comparisons to the 9/11 attacks.

The image, shared on PIA’s X (formerly Twitter) account, depicted a plane flying towards the iconic Eiffel Tower in Paris, accompanied by the caption: “Paris, we’re coming today.”

The post was intended to promote PIA's inaugural flight to Paris after the European Union Aviation Safety Agency (EASA) lifted its ban on the airline in November 2024. 

However, many users criticised the post for its resemblance to the 9/11 attacks, in which two hijacked planes were flown into New York’s World Trade Centre, resulting in the deaths of around 3,000 people.

PIA apologises for controversial Paris flight advertisement

In response to the criticism, PIA spokesperson Abdullah Khan acknowledged that the advert had been "blown out of proportion" and apologised for any distress it may have caused.

"Unfortunately, this was blown out of proportion with connations and perceptions that were not intended," Khan told AFP.

Despite the controversy, Khan noted that the Paris advertisement received millions of views on X, with approximately 60,000 to 70,000 negative comments—less than 10% of the total engagement.

Meanwhile, Deputy Prime Minister Ishaq Dar condemned the advertisement, describing it as an example of "stupidity." He also confirmed that Prime Minister Shehbaz Sharif has ordered an inquiry into the matter.

But Khan said the response to PIA´s return to Europe has been "extremely positive", with flights so far operating at more than 95% capacity.