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Pakistan’s media regulator has warned television channels and radio stations to refrain from promoting Valentine’s Day after a court banned celebrations last year.

Valentine’s Day is increasingly popular among younger Pakistanis, with many taking up the custom of giving cards, chocolates and gifts to their sweethearts to mark the occasion.

But the country remains a deeply traditional Muslim society and many disapprove of the holiday as a Western import.

Pakistan’s President Mamnoon Hussain told a crowd of students in 2016 that the day had no place in the Muslim-majority nation and urged young people to focus on their studies instead.

Last year, the Islamabad High Court prohibited celebrations in public spaces and government offices across the country.

In a Twitter post Wednesday, the Pakistan Electronic Media Regulatory Authority said last year’s ban was still in place and urged the media to “desist from promoting” the festivities.

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