The Punjab government’s recent 60-page advertising supplement, published in leading Urdu newspapers, has ignited controversy for its blatant use of public funds to bolster the personal image of Chief Minister Maryam Nawaz. Laden with over 300 photographs of the Chief Minister, the supplement masquerades as a performance review but is, in reality, a brazen exercise in self-promotion. Equally troubling is the front-page advertisement, designed to mimic a legitimate news report, violating journalistic ethics and raising serious concerns about the integrity of media institutions that allowed it.
At a time when Punjab’s economy is struggling with a severe financial crunch, the government’s decision to allocate an exorbitant budget to print and distribute such an ostentatious supplement is deeply irresponsible. Public funds meant for critical sectors such as education, healthcare, and public transport have instead been funneled into an extravagant PR campaign. Schools across Punjab continue to suffer from a shortage of basic facilities, government hospitals remain overcrowded and underfunded, and public transportation projects struggle to secure necessary investments. Yet, the government found the resources to finance a glossy, high-cost advertising campaign that offers little more than a self-congratulatory pat on the back.
The fact that each full-color page in these publications carries a significant price tag only underscores the level of wastefulness. A rough estimate suggests that millions of rupees have been spent on this exercise—funds that could have been more effectively used to improve infrastructure, provide scholarships for students, or ensure better medical facilities for the underprivileged. The Punjab government’s priorities, it seems, lie not in governance but in crafting an image of the Chief Minister as a larger-than-life figure, an obsession that borders on the absurd.
The supplement, emblazoned with the slogan “Leadership that provides hope…90-plus grand public projects,” attempts to paint a picture of visionary governance. However, the reality on the ground tells a different story. While some of these projects may exist on paper, their implementation remains questionable. Many are repackaged initiatives from previous administrations, while others have made little progress beyond their initial announcement. The exaggerated portrayal of accomplishments is an attempt to manufacture a political legacy rather than genuinely serve the people of Punjab.
Chief Minister Maryam Nawaz’s obsession with cultivating a model-like image has been particularly evident in recent months. From sitting on a tractor to pose as a farmer, to presiding over a police graduation ceremony in uniform, she has attempted to project herself as a leader who fits every role. However, governance is not a photoshoot, and leadership is not a theatrical performance. The excessive focus on optics rather than substantive policymaking is doing little to address Punjab’s real issues. The people need a leader who delivers results, not one who poses for staged photographs.
While the Punjab government deserves criticism for this extravagant publicity campaign, an equal share of the blame falls on the newspaper owners and editors who allowed their publications to become platforms for propaganda. The front-page advertisement, carefully designed to resemble a legitimate news article, is a violation of journalistic integrity. By blurring the line between advertising and reporting, these newspapers have compromised their credibility, betraying the trust of their readers.
According to ethical journalism guidelines, advertisements must be clearly distinguishable from editorial content. Yet, by selling the front page in a way that mimics news, these newspapers have engaged in professional malpractice. This is not just an issue of compromised integrity; it is a breach of public trust. If newspapers can be bought to promote a government’s image, how can they be expected to hold that same government accountable? The role of the media is to question authority, not to act as its public relations wing.
The growing influence of government-funded advertisements on media houses is an alarming trend. Newspapers and TV channels, already struggling financially, have become increasingly reliant on government ad revenue, making them vulnerable to political influence. When media institutions prioritize financial gain over journalistic ethics, democracy itself suffers. A free press is meant to be a watchdog of power, not a megaphone for government propaganda.
Public Backlash:
The online backlash against the 60-page supplement and deceptive advertisement reflects a growing frustration among the people. Social media users have ridiculed the Punjab government for squandering taxpayer money on self-glorification rather than addressing pressing issues. Citizens have pointed out that while the government is busy orchestrating PR campaigns, inflation remains high, businesses are struggling, and essential services remain in a state of neglect.
This level of tone-deaf governance highlights a disconnect between the ruling elite and the general public. In a functioning democracy, governments are expected to be accountable to the people, not to engage in self-praise at their expense. The fact that such a blatant misuse of public funds is happening with little oversight raises concerns about the lack of institutional checks on government spending.
The Punjab government’s reckless spending on self-promotion is not just an isolated incident; it is symptomatic of a deeper problem within Pakistan’s political culture. The practice of using state resources for personal political gain must be curtailed. Stricter regulations are needed to ensure transparency in government advertising expenditures, preventing ruling parties from using taxpayer money as their personal marketing budget.
Media organizations, too, must uphold ethical journalism standards and resist the temptation to prioritize profit over integrity. The Press Council of Pakistan and other regulatory bodies must take action against deceptive advertising practices that mislead the public. News should remain news, and advertisements should remain advertisements—there should be no room for manipulation.
In the end, real leadership is demonstrated through action, not through glossy pages in newspapers. Punjab’s citizens deserve better than vanity-driven publicity stunts. They deserve a government that invests in their welfare, prioritizes their needs, and earns their respect through genuine service—not through a carefully curated image campaign.
The views expressed in this article are the author’s own and do not necessarily reflect Coverpage’s editorial stance.
