Trending social media platform Snapchat has apologised to Barbadian singer Rihanna for an advert that appeared on their service ‘making light’ of domestic violence.
The advert, which featured Rihanna and Chris Brown, asked users if they would “rather slap Rihanna or punch Chris Brown”.
The advert appeared to make light of Chris Brown’s conviction for assaulting Rihanna in his car in 2009 while they were dating.
Snapchat was quick to remove the advert and issued an apology.
“The advert was reviewed and approved in error, as it violates our advertising guidelines. “We immediately removed the ad last weekend, once we became aware.”
“We are sorry that this happened.”
However, Rihanna; an American activist, Brittany Packnett; and Chelsea Clinton said the advert being approved was “awful” and “tone deaf.”
Other Twitter users were appalled at such insensitive jab and said it’s “disgusting” and “disrespectful.”
Snap’s advertising policy is outlined on its website and includes information on its review procedure.
“All ads are subject to our review and approval. We reserve the right to reject or remove any ad in our sole discretion for any reason.
“We also reserve the right to request modifications to any ad, and to require factual substantiation for any claim made in an ad,” it says.
“Now SNAPCHAT I know you already know you ain’t my fav app out there! But I’m just trying to figure out what the point was with this mess!” Rihanna wrote. “I’d love to call it ignorance, but I know you ain’t that dumb! You spent money to animate something that would intentionally bring shame to DV victims and made a joke of it!!!”
“This isn’t about my personal feelings, cause I don’t have much of them,” Rihanna wrote. “But all the women, children and men that have been victims of DV in the past and especially the ones who haven’t made it out yet…you let us down! Shame on you. Throw the whole app-ology away.”
Brittany Packnett tweeted:
“I know that social media ads go through an approval process from the platform,” wrote Packnett. “This means Snapchat approved an ad that makes light of domestic violence.
“The update ain’t the only thing that’s wack over there, friends.”
Clinton replied: “Just awful. Awful that anyone thinks this is funny. Awful that anyone thinks this is appropriate. Awful that any company would approve this. Thank you, Brittany, for calling this out.”
See Rihanna’s full reaction.
I know that social media ads go through an approval process from the platform.
This means @Snapchat approved an ad that makes light of domestic violence.
The update ain’t the only thing that’s wack over there, friends. https://t.co/PmbJn4zCel
— Brittany Packnett (@MsPackyetti) March 12, 2018
Just awful. Awful that anyone thinks this is funny. Awful that anyone thinks this is appropriate. Awful that any company would approve this. Thank you Brittany for calling this out.
— Chelsea Clinton (@ChelseaClinton) March 12, 2018