In misguided social media, hipster hotel the Hoxton paid tribute to victims of the Charlie Hebdo terror attacks in its own, uniquely disrespectful way - by misspelling the hashtag #JeSuisCharlie in a post designed to promote its new Paris hotel.
After attracting the wrath of Twitter and Facebook users (one suggested it was time for "a dose of humility & a spelling lesson for The Hoxton"), the post was pulled.
"Quite the unfortunate use of the hashtag," one Facebook user wrote.
"It takes away from the message you want to convey and shows poor understanding of online etiquette for an issue that has shocked the world."
A spokesperson told i100.co.uk the hotel chain "deeply apologised" for any hurt.
"In no way was it our intention to use these atrocities to promote our new hotel. This would not only be completely insensitive but unacceptable in our eyes," they said. "In hindsight, it was extremely poor judgement and clearly not intended to be perceived in the way it has. We have since removed the post on Facebook and we would like to sincerely apologise for any offence it may have caused."