Singer Rihanna called out Snapchat for running an ad that made light of domestic violence by referencing the 2009 incident when the singer’s then boyfriend Chris Brown physically assaulted her. The app received a lot of flak on social media from its followers after Rihanna brought this ad to light. And it looks like, the after effects of this error are going to be grave for the app. According to latest reports, Snapchat stocks have dropped nearly 5 percent.

Post the furor on social media, Snapchat deleted the ad and issued a statement and apology in an interview to the BBC, stating: “The advert was reviewed and approved in error, as it violates our advertising guidelines. We immediately removed the ad last weekend, once we became aware. We are sorry that this happened.” However, this is not good enough to Rihanna who is disappointed by the company’s judgment, rather lack of it. ALSO READ: Eminem Talks About Gun Control, NRA In Extended Version Of Nowhere Fast Feat. Kehlani (Listen Now)

On Thursday morning, the singer used her Instagram story, to talk about all that was wrong about the ad and how a mere apology could’t undo what the ad had done. “Now snapchat I know you already know you ain’t my favourite app out there! But I’m just trying to figure out what the point was with this mess! I’d love to call it ignorance, but I know you ain’t that dumb!” she wrote in her Insta story.

“You spent money to animate something that would intentionally bring shame to DV victims and made a joke of it!!! This isn’t about my personal feelings, cause I don’t have much of them…but all the women, children and men that have been victims of DV in the past and especially the ones who haven’t made it out yet….you let us down! Shame on you. Throw the whole app-oligy away,” Rihanna said in her sharp comments following which the Snap Inc. (the parent company of Snapchat) shares nosedived by nearly 5 percent.

(Inputs from IANS)