The UK’s biggest bakery chain, Warburtons, has apologised to customers after mistakenly using a hashtag on social media which is linked to a fetish community.
Warburtons launched a competition that encouraged customers to share photos of themselves eating crumpets all via the hashtag “#crumpetcreations”.
Unfortunately for the innocent enough promo, the hashtag is also used by Britain’s “furry” community – people who deride sexual gratification from dressing-up like animals.
Last night, the crumpet manufacturer hastily changed the hashtag to #warburtonschristmascrumpets after the mistake was discovered.
A Warburtons spokesperson said of the mishap: “The world of social media is a wonderful and varied place but this shows just how easy it is to get it wrong.
“We will be doing a bit more research next time! We’ve changed the the hashtag and the competition is still on #warburtonschristmascrumpets.”