Pakistan has banned its media from promoting anything to related Valentine's Day or any public celebrations of it.
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.
As in many other countries, restaurants and retailers have also attempted to cash in on the international day of romance by offering special promotions.
But the country remains a deeply traditional Muslim society and many disapprove of the holiday as a Western import.
Pakistan's media regulatory authority, acting on a court order, has instructed all news channels, radio stations and print media to refrain from promoting Valentine's Day.
A court last year banned any public celebrations on Valentine's Day, saying it was against Islam and promotes western culture.
'No event shall be held at official level and at any public place,' the court ordered at the time.
Since then, the agency has taken steps to ensure a blackout on any Valentine's Day promotions in print or electronic media.
The Pakistan Electronic Media Regulatory Authority (PEMRA) said last year's ban was still in place and urged the media to 'desist from promoting' the festivities.
The disapproval of Valentine's Day has been led by President Mamnoon Hussain who called it 'vulgar and indecent'.
He told a crowd of students it had no place in the Muslim-majority nation and urged young people to focus on their studies instead.
Social media users were quick to respond, with some mocking the regulatory body.
Ahmad Noorani posted on Twitter: 'Hate preechers who incite violence in name of Islam are back on air. These hate monger are promoted & protected by the state of #Pakistan.
'But love speak and red heart balloon and flower vendors are a danger to this republic and Islam'.
Adnan Sami commented on Facebook: 'PEMRA directs media to refrain from promoting Valentine´s Day, PEMRA never directs media from promoting hate monger Mullahs'.
In 2013, activist Sabeen Mahmud staged a 'Let love happen' protest in the southern port city of Karachi, to counter calls for a ban on Valentine's Day.
Two years later, she died when two gunmen pulled up next to her vehicle at a traffic light and spraying it with bullets in the city of Karachi.