Pakistan's Islamabad High Court (IHC) on Monday imposed a ban on Valentine's Day celebration across the capital.
An order has been sent to Pakistan's media regulator to black out any promotions, whether print or electronic, of the holiday. The ban immediately went into effect, and all promotions related to Valentine's Day, for print and online, were required to be taken down.
Pakistan's Electronic Media Regulatory Authority will monitor any media platforms that could potentially compromise the ruling.
The resolution said condemned the celebration of the "western tradition" and said that Valentine's Day has "no place in our tradition and values".
The festival has seen its popularity increase in many cities in Pakistan in recent years, but religious groups have denounced it.
It even holds rallies annually against those celebrating the occasion.
The Islamabad High Court's decision has also divided social media users, with some tweeting for the ban and others vehemently against it.
Some in Pakistan have already met the new ban with criticism, protesting the ban of a day they say recognizes and celebrates love.
He had said, "Valentine's Day has no connection with our culture and it should be avoided", and added that the downsides of western culture had "adversely affected one of our neighbouring countries".
In 2016, the local government in the city of Peshawar in the country's northern province of Khyber Pakhtunkhua also banned celebrations.
"We spend four to five days making these, I've got forty of them ready to be sold for tomorrow", Sultan Zaib, toldCNN.
Flower salesman Mohammad Naveed said he invested nearly $2,000 on supplies for Valentine's Day arrangements.
"If they ban us from selling these tomorrow then it will be a disaster, we simply can not afford this", said Naveed.