Following the tragic death of 14-year-old Dolly Everett the hashtag 'Do It For Dolly' was formed to spread awareness of teenage bullying.
Now, Fitness star Ashy Bines has been slammed online for using the #DoItForDolly to deflect from negative comments made about her business.
Commenters were quick to pick up on the misuse of the tag, and couldn't help but let Ashy know.
On a post regarding her controversial 'clean eating treats' which have been previously discontinued, one woman wrote: 'You know how they were being discontinued' to which her friend replied, 'Oh for God's sake'.
That's when Bines stepped in.
'Not sure what your comments are implying? If you don't like them that's OK no need to comment. #doitfordolly,' she wrote.
The fitness guru then used the tag again when a woman pointed out the product was back and only the 'branding' had changed.
'What's with the hate girls? Spread the LOVE. #doitfordolly.'
The whole nation was shocked by Dolly's suicide, and her family's subsequent plight against teenage bullying, so the misuse of the tags was not appreciated by Bines' followers.
'Wow just when you think she couldn't get any lower she scrapes the bottom of the barrel,' one woman said.
'Beyond low. Worst part is she would have no idea what she did wrong and will never apologise for it,' another said.
'Wear blue for Dolly was an awesome initiative by Dolly's loved ones to bring attention to a very important issue and she used it as a way to plug her active wear.'
Bines is yet to respond.