A Pakistani photographer has accused Pearl Continental Malam Jabba of using his copyrighted image without permission.
The creator, who prefers to remain unnamed, says the photograph in question was taken by him and later appeared in the hotel’s online promotional material and brochures without any licensing agreement, attribution, or prior consent. He posted a side‑by‑side comparison on social media, highlighting distinctive watermarks and compositional elements that, in his view, prove the image is his original work.
PC Malam Jabba has not issued an official statement as of this writing, but the photographer has publicly demanded that the hotel immediately stop using the picture and engage in dialogue to resolve the dispute. He warned that, should the hotel refuse to cooperate, he will pursue legal action under Pakistan’s Copyright Ordinance to safeguard his intellectual‑property rights.
The controversy surfaces at a time when Pakistan’s hospitality sector is increasingly relying on high‑impact visual content to attract both domestic and international tourists. Yet many photographers argue that the industry’s rapid digital expansion has outpaced the enforcement of copyright protections, leaving creators vulnerable to unlicensed exploitation. Legal experts note that while the law provides clear remedies for infringement, procedural delays and limited awareness often hinder swift redress, especially for independent artists lacking corporate legal support.
If the matter proceeds to court, it could set a precedent for how hotels and other commercial entities obtain and credit visual assets in Pakistan. Industry observers say a transparent licensing framework would benefit both creators—who would receive fair compensation—and businesses, which would avoid costly disputes and protect their brand reputation.