 Increasingly, demands were being made that the king should engage in social reforms instead of theatrical gestures like handing out gold coins during royal visits, and as Farouk was unwilling to consider land reform or improving the water sanitation, his popularity began to decline.Farouk's social life also started to damage his image.The American journalist Norbert Schiller wrote "...Farouk was seen frequently womanizing at the hottest night spots in Cairo and Alexandria.