Kendall Jenner slammed for paid advertisement disguised as 'brave' story

Kendall Jenner has come under fire for another tone deaf promotional partnership, less than two years on from her disastrous marketing campaign with Pepsi.

Over the weekend, the reality TV star's mother, Kris Jenner, teased what sounded like a big announcement from her daughter, warning fans: "prepare to be moved".

"I'm so proud of my darling @KendallJenner for being so brave and vulnerable," said the infamous 'momager'.

"Seeing you share your most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you've become."

The Kardashian 'momager' also included hashtags like #bethechange #changetheconversation and #finallyasolution.

In a teaser clip, the 23-year-old supermodel said she could reach a much larger number of people now that she's older.

"I can speak to so many people and just be like 'I can help you, and it's OK,' " she said.

"I experience it. I'm very normal, and I understand you. Like, I can connect with you."

However, when the crucial moment came, social media users were outraged to discover Kendall was actually fronting a paid advertisement for skincare range Proactiv.

The full one-minute advertisement details Kendall's experience at last year's Golden Globe awards, where she was devastated by hurtful online comments about her acne.

"For me, I can honestly say, that the magic was Proactiv," she said in the video. 

The promotional campaign has garnered a largely negative reaction online. Commenters were quick to draw comparisons to Kendall's controversial Pepsi ad, which was quickly pulled amidst brutal backlash.

In that instance, the soda company suggested a can of its product - hand-delivered by Kendall - could stop the violence inflicted on minorities in the US by police.

"The Pepsi shit, I could have forgiven... but this," one Twitter user wrote.

"Sis, don't tell me that THIS is the announcement your mom tagged with #bethechange and #shareyourstory" and #changetheconversation?" another said.

"Suffering from acne doesn't make you brave... it makes you normal," one person added.

Kendall has yet to respond to the criticism online.