PIA issues apology after backlash over Paris flight ad

PIA spokesperson says the ad was "blown out of proportion" and may have triggered negative emotions.

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Pakistan International Airlines (PIA) has issued a public apology after an advertisement featuring one of its planes flying toward 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 safety restrictions were lifted. However, the visual was quickly criticised for its perceived insensitivity, drawing comparisons to the 9/11 terrorist attacks.

The image showed a PIA aircraft heading directly toward the iconic French landmark, accompanied by the caption, "Paris, we're coming today."

Social media users quickly pointed out the resemblance to the 2001 attacks, where 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 quipped, "Paris must be on high alert by now."

In response to the outcry, PIA spokesperson Abdullah Khan acknowledged the unintended nature of the image, emphasising that the airline never meant to evoke such negative associations.

"Unfortunately, this was blown out of proportion, with connotations and perceptions that were not intended," Khan told AFP. "It may have triggered some negative emotions, for which we sincerely apologize."

The post garnered around 60,000 to 70,000 comments, with many users voicing strong objections. Some criticized the airline’s marketing team, while others made light of the situation, joking, “I would rate this art 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 advert has drawn 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 the ongoing backlash, the post remains live on the airline’s official X account.