Last month, a Twitter user by the name of CHANCLA GOD tweeted a shout-out to Head and Shoulders thanking them for keeping her dandruff-free. Head and Shoulders responded with the requisite thank you and asked CHANCLA GOD to DM (direct message) them so they could “show [her] more love.”

Here’s where things take a turn for the worse.

Head and Shoulders then paid to promote CHANCLA GOD’s tweet—typo, dandruff confession and all—apparently without her permission. What follows was a shit storm of negative backlash against CHANCLA GOD from people who didn’t appreciate seeing her tweet forced into their timelines.

Now to be fair, backlash against brands’  promoted tweets is nothing new, but in this case much of the vitriol was directed at CHANCLA GOD because Head and Shoulders used her tweet rather than one of their own. Needless to say, CHANCLA GOD did not appreciate all of the sudden attention and she responded to much of the criticism in ways that make legal and PR departments cringe.

Moral of the story: Don’t use other people’s stuff without their permission. Or, said another way: Don’t be a moron.

This post also appears on Word of Mouse.