Microsoft has apologised for a tweet published by the Bing marketing team relating to the earthquake in Japan.
The firm offered to donate $100,000 to the Japanese relief efforts but only if users retweeted the message with Microsoft donating $1 for each tweet.
The tweet read: "How you can #SupportJapan – http://binged.it/fEh7iT. For every retweet, @bing will give $1 to Japan quake victims, up to $100K"
While many took the message at face value and re-tweeted, others took offence. One user tweeted "Bing knows no shame: Microsoft tries to use Japan #earthquake as marketing ploy."
Following the backlash, the @bing account tweeted: "We apologize the tweet was negatively perceived. Intent was to provide an easy way for people to help Japan. We have donated $100K."