An influencer from Pakistan found herself feeling the heat after sharing a video of her parading around in a gown, while a fire rages behind her.
Humaira Asghar, who goes by @dollyofficiall, copped flack for sharing a video of her posing in front of a fire, which has since been deleted.
"Fire erupts wherever I am," the video was allegedly captioned, as she walks in front of a hill that is alight.
While Ms Asghar deleted the video from her account, it has been shared to other platforms and she also addressed the situation on her Instagram.
There was a wave of backlash following the video, with one person saying the content was "utterly disgusting and alarming".
According to Al Jazeera, the temperature in parts of Pakistan has been around 50 degrees and from mid-April through to July forest fires are common.
In addition to the brutal heatwave in Pakistan, CNN reported there has been a cholera outbreak in parts of the country as residents were forced to drink dirty water.
On top of all that, people have been intentionally setting fires in Pakistan.
Earlier this month a man was arrested in Abbottabad for intentionally setting a fire in a forest, reportedly for a video, the Hindustan Times reported.
A video began circulating on TikTok, allegedly showing two people setting fire to a forest in the Margalla Hills National Park near Islamabad Capital Territory.
— sajid sheikh (@sajidsheikh321) May 16, 2022
Ms Asghar said in a statement she did not start the fire and no harm was done while making the videos, AFP reported.
Environmental activist and chairperson of the Islamabad Wildlife Management Board, Rina Saeed Khan Satti said videos such as Ms Asghar's were risky and were sending the wrong message.
"She should have been holding a bucket of water to extinguish the fire instead of glamorising it," Satti said.
Ms Asghar isn't the first influencer to cop criticism for posting something a little off during a crisis and sadly, she probably won't be the last.
Just as the 2019-2020 bushfires in Australia were beginning to ramp up and cause utter devastation all over the country, Instagrammers essentially hijacked related hastags to promote their unrelated content.
In April 2019, following the Sri Lankan bombings which killed more than 300 people, Instagram was awash with profiles taking advantage of the intense online interest in the incident.
"Social media is a powerful platform for communities to come together," Social media expert Ryan Shelley, founder and managing director of Pepper IT, previously told Yahoo News Australia.
"Regrettably, some people continue to take advantage of devastating events and circumstances."
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