One viral response video features an elderly Pashtun man shaking his head: "Beta, being 'Better' is not about a video. We have thieves. We have liars. Don't make us into superheroes. It is Sharam (shame) to boast so loudly."

Over the last 18 months, Pakistan has witnessed a disturbing digital trend — the repeated circulation of alleged “MMS leaks” involving female celebrities, TikTok stars, and social media influencers. Between October–November 2024 and again in November–December 2025, several well-known names were dragged into viral controversies fueled by fake videos, AI deepfakes, and morphed content. While most of these clips were later proven false, the psychological, social, and professional consequences were devastating — highlighting the dark side of unchecked digital virality.

The consequences of viral digital scandals extend far beyond legal penalties. In conservative societal frameworks, victims of non-consensual media leaks face intense social ostracization, psychological trauma, and physical safety risks. Women and marginalized individuals are disproportionately impacted by online defamation, often facing severe domestic backlash due to the concept of collective family honor.

By taking a collective and informed approach, Pakistan can move towards addressing the challenges posed by MMS scandals and similar issues, fostering a safer and more considerate digital culture for all.

If you have scrolled through TikTok, Instagram Reels, or X (formerly Twitter) in the last 18 months, you have likely encountered a specific genre of video: a mustachioed man in a traditional shalwar kameez or waistcoat, speaking with a distinct Pashto accent, delivering an absurdly logical one-liner. The caption almost always reads the same:

Social media platforms must expedite the removal of non-consensual intimate content. While Pakistan’s PECA amendments require service providers to block notified content within specific timeframes, implementation has been inconsistent, and victims often wait days or weeks while their private videos circulate.

The best videos focus on universal human experiences—family, friendship, struggle—presented through a Pathan lens.