Money Saving Expert and resident This Morning finance journalist Martin Lewis has found himself in hot water with some fans.
The TV personal finance guru took to Twitter this morning to share important changes being made to student loans.
But as hostilities escalate between Russia and Ukraine, the message struggled to get the airtime it would usually enjoy.
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Writing on Twitter, the This Morning expert admitted the student loan changes are not the most important thing going on in the world at the moment.
But Martin wrote: "Please help.
"The news on Ukraine today, understandably means this student finance news is getting little airtime.
"Yet it is crucial young people and their parents understand these huge changes," he ended his post, before urging his followers to share the link.
He also shared a tweet from the early hours of this morning.
It read: "NEWS: The govt has announced huge changes to student finance for new 2023 starters in England including extending the repayment to 40yrs which will mean most still repaying into their 60s.
"My full analysis (Inc for those with existing loans)..." he finished, alongside a link.
The government's proposal will increase the cost of education for those attending university by lowering the repayment threshold and increasing the length of time a graduate can repay the loan.
However, the timing of his post proved to be contentious amongst his social media following, reports the Express.
Twitter user @craftyexpat wrote: "With all due respect Martin, there’s a war in Europe.
"While student finance is of course important, it might not be the most important thing today."
Martin responded: "I'm pretty sure I acknowledged that in the post.
"Yet not being the most important doesn't mean it shouldn't be heard."
Twitter user @M4rkland also hit back at the comment, writing: "This take is ridiculous. Life has to go on regardless. Do you expect everything to stop?"
Agreeing with @craftyexpat, @efcjoee_ quipped: "bro there is a literal war about to start." (sic)
@BiscussanGravy added sarcastically: ""So, um.. people are dying en mass and—um.. I just wanted to make sure that me-me get college moneyy NOW pweease." (sic)
"I get this, this is a serious cause, but really dude. be self aware for 5 seconds and give today to Ukraine."
But Twitter user @FierceVinegar disagreed, penning: "This is more important than Ukraine, everyone knows about Ukraine."
