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persuasion notebook

This image was posted to AT&T’s official Twitter feed, and soon deleted.

Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail's marketing and advertising reporter, Susan Krashinsky. Read more on The Globe's marketing page and follow Susan on Twitter @Susinsky.

Attention, marketers: using 9/11 to promote your product? It's still too soon. It will always be too soon.

On Wednesday afternoon – the 12 th anniversary of the September 11 attack on New York City – AT&T's verified Twitter account posted the message "never forget," which seems innocuous enough. However, accompanying it was a photo of a hand against the New York skyline, holding up a smartphone to take a photo of the memorial at ground zero, where the twin towers used to stand.

Twitter users immediately responded calling the inappropriate product placement "tacky," "terrible," and "gross" among other criticisms.

The tweet was pulled down within the hour. A new tweet reads: "We apologize to anyone who felt our post was in poor taste. The image was solely meant to pay respect to those affected by the 9/11 tragedy."

An AT&T spokesperson responded to requests for comment with the same apology contained in the tweet and offered no further comment.