If you've been on Twitter today, you might have noticed that #ThisIsMyWW has been a promoted trend.
The hashtag was started by WW (formerly Weight Watchers) and encourages people to share their own weight loss and healthy eating stories.
However people couldn't help but be a little confused by the campaign as it was launched at a rather unfortunate time.
A number of people took the hashtag to mean something very different from This is my Weight Watchers - and that's thanks to another topic that was trending.
Many assumed that the WW actually stood for World War, as #WWIII has been trending online all day after it was revealed that the US military took decisive defensive action in Iran by killing Qasem Soleimani.
Noticing the unfortunate coincidence, one Twitter user wrote: "Bad timing for that hashtag Weight Watchers #ThisIsMyWW. THIS IS MY WORLD WAR. LET'S GO!!!"
Another said: "In retrospect I'm sure Weight Watchers is now regretting their promoted trend of #thisismyWW due to the latest trend of World War 3."
A third person added: "Uh, #ThisIsMyWW is NOT what I thought that hashtag was about."
"It's gonna be a rough night for whoever runs the Weight Watchers brand account," joked someone else.
Others took issue with the hashtag for very different reasons.
Another user felt that WW should only stand for Wonder Woman.
" WW stands for Wonder Woman and it always will," they said.
While a second tweeted: "I just saw #ThisIsMyWW and thought people were showing off their white women."
The company decided to to WW back in September 2018, dropping the word 'weight' .
Instead they adopted the tag line, Wellness that Works.
The company's chief executive Mindy Grossman said that the WW doesn't stand for Wellness that Works - but wouldn't say what it actually meant.
Speaking at the time, she said: "We are committed to always being the best weight management program on the planet, but now we're putting our decades of knowledge and expertise in behavioural science to work for an even greater mission.
"We are becoming the world's partner in wellness."
Mirror Online have contacted WW for further comment on the hashtag.
