Snapchat is doing crisis management after getting called out by Rihanna for allowing an ad to run on the social media platform that poked fun of her domestic violence incident at the hands of Chris Brown.
The advertisement showed Rihanna and her ex boyfriend Chris Brown, asking people what they would rather do: slap Rihanna, or punch Chris Brown.
He pleaded guilty to felony assault and served almost five years of probation and attended one year of domestic violence counseling. You spent money to give life to something that deliberately mocks victims of domestic violence! "This isn't about my personal feelings, cause I don't have much of them. but all the women, children and men that have been victims of (domestic violence) in the past and especially the ones who haven't made it out yet. you let us down!" Rihanna's post continued. "Shame on you", she added.
Snapchat pulled the ad - seemingly approved by a third party - and apologised: "The advert was reviewed and approved in error, as it violates our advertising guidelines".
"Now snapchat I know you already know you ain't my favourite app out there!" Rihanna took to Instagram, posting a story slamming Snapchat.
In a sign of Rihanna's power, shares in parent company Snap Inc. fell 3.64 percent on a largely stable day on Wall Street.
"This advertisement is disgusting and never should have appeared on our service", a Snap Inc. spokesman said Thursday.
"We are so sorry we made the awful mistake of allowing it through our review process".
The singer ended with the parting shot: "Throw the whole app-oligy away". "We are so sorry we made the bad mistake of allowing it through our review process".
Snapchat ads are subject to review and approval, and its policies include prohibiting "shocking, sensational or disrespectful content".
Last month a tweet from Kylie Jenner saying she rarely uses Snapchat anymore sent the company's stocks plunging even more than they did Thursday.
It was the only the latest celebrity-inflicted blow to Snapchat, whose rise has been heavily linked to its pop culture appeal.