In brief
The Pakistani Prime Minister has ordered an investigation into a controversial advertisement by Pakistan International Airlines that many have likened to the imagery of the September 11 attacks, prompting public outrage and calls for better oversight in communications.
Pakistan's Prime Minister Shehbaz Sharif has initiated an investigation following backlash regarding a recent advertisement from Pakistan International Airlines (PIA). The ad, intended to celebrate the resumption of flights to Paris, featured a plane directed towards the Eiffel Tower with the phrase “Paris, we’re coming today.” Unveiled late last week, the ad has generated significant criticism, with social media users drawing uncomfortable parallels to the September 11, 2001 attacks.The advertisement quickly garnered more than 21 million views on the airline's post on X, the platform formerly known as Twitter. Comments on the ad have ranged from bemusement to outrage, with political scientist Ian Bremmer commenting, “Pakistan air needs a new graphic designer” on Threads. Meanwhile, journalist Omar R. Quraishi expressed disbelief over the negligence of the airline, stating, “Do they not know about the 9/11 tragedy — which used planes to attack buildings?”The controversy reignites a sensitive history for Pakistan, as the country has connections to the September 11 attacks. Khalid Shaikh Mohammed, linked to the planning of the attacks, was arrested in Pakistan, and Osama bin Laden was killed by U.S. forces within Pakistani borders in 2011. Foreign Minister Ishaq Dar confirmed in Parliament that Prime Minister Sharif ordered a thorough inquiry into the internal approval process for the advertisement.This incident comes as PIA wrestles with financial losses and ongoing challenges in its efforts to privatize the state-run airline, which was hindered in November when the only bidder offered significantly below the government’s expected minimum sale price. PIA has seen its share of controversies, including a bizarre incident in 2017 when ground staff performed a ritual involving a goat for luck on the tarmac. The airline has faced scrutiny regarding safety standards, previously restricted from U.S. and UK airways but recently resumed flights to Paris after the European Union lifted a ban on its operations.
