One of the Australia's bestselling tabloids, Sydney's The Daily Telegraph, today tweeted an image of New York during the 9/11 attacks to accompany its story on Australia's terror threat level.
The story mentions the 13th Anniversary of 9/11 and speculates that Australia's terror level is set to rise.
It also includes the line "the Federal Government is anxious that people not panic and go about their normal lives", illustrated with more 9/11 pictures.
The choice of images and timing was immediately criticized on Twitter.
And the reactions were universal.
Some argued that the pictures would do the opposite of what the headline and government are intending.
UPDATE 1650 AEST The Daily Telegraph defended the use of the picture after questions from BuzzFeed.
"Several Twitter users have given direct negative feedback on the tweet and picture," said Rhett Watson, Managing Director of The Daily Telegraph.
"The anniversary of 9/11, which is referenced in the second paragraph, has coincided with the story about Australia's terror alert. The image was used in that context."