PewDiePie, the world's most popular YouTube star, has apologised for sharing a meme that made fun of Demi Lovato for suffering a suspected drug overdose.
The Swedish broadcaster, real name Felix Kjellberg, has nearly 65 million subscribers and has a history of making racist and anti-Semitic 'jokes'.
Some online trolls seized the opportunity to make cruel jokes about the incident and heroin addiction in general - including PewDiePie.
He tweeted an image that insinuated Lovato got money off her mother for "a burger", but then spent it instead on heroin "like a boss".
"Deleted meme. I didn't mean anything with it and I didn't fully know about the situation," PewDiePie later tweeted.
"I realise now it was insensitive, sorry!"
His apology is being deemed too little too late by many social media users, including some who call themselved PewDiePie fans.
"You keep apologising for doing offensive and insensitive things and then continue to do offensive things. the situation was blasted all over social media. Long-time fan but you clearly have no real remorse for the things you put out there nowadays and that's not okay," says Twitter user @StephBuja.
"Come on Felix, we've stayed with you through a lot, don't make a joke out of someone struggling with such a terrible addiction," added @ashtyxy.
"She's been fighting this for literal years, she went to rehab for this. This is not an okay joke to make. There is no okay joke to make about this."
Lovato is now said to be awake and talking in hospital, but has cancelled some upcoming concerts.