French e-commerce company 3Suisses has come under fire for trying to hijack the #JeSuisCharlie social media campaign by posting the self-promotional hashtag #Je3SuissesCharlie on Facebook.
The ill-judged social media blunder was seen to make light of the original hashtag which over the past few days has been shared globally in remembrance of the victims of the Charlie Hebdo attack.
The mail order company’s move to incorporate its branding with #JeSuisCharlie brought 3Suisses wide condemnation online - especially with the gunmen are still at large.
The apology reads: "After reading many comments, we want to reconfirm our decision. This is not a commercial message, but a sign of our commitment as citizens. We deemed it evident to attach our brand name to that of Charlie Hebdo as a sign of solidarity.
"3Suisses consists of men and women who feel freedom of free speech is important, who are touched by this drama and who want to share their feelings. Today, all 3Suisses employees are Charlie."
Several hours later the company posted the official #JeSuisCharlie image to reiterate its support of the movement and respect for the fallen.