Fleshlight, a company that specialises in raunchy sex toys, took to Twitter to acknowledge the sombre date.
Their account read: “Today is 13th anniversary of 9/11. We remember those lost, & honor those still fighting for freedom. #911NeverForget.”
Following the tweet, a follower who noticed the brand’s tribute wrote: “I dare you to find a more awkward brand tweet about 9/11.”
Another critic wrote: “Apparently fleshlight tweeted about 9/11 this morning i am so done with this world (sic).”
One social media user couldn’t quite believe what they had read, tweeting: “I refuse to believe this is real even though I'm looking right at it.”
The tweet, which in normal circumstances would be a fitting tribute, was sandwiched between a tweet about oral sex and a tweet to publicise a live Q&A with adult film star Alexis Texas.
Reporting on Fleshlight’s ‘tribute’ Buzzfeed wrote: “When will brands finally understand that maybe they just don’t need to post about 9/11?”
Do you think the tweet was misguided?