An Australia-based airline apologized to a passenger after he reportedly found his suitcase covered in the airline's baggage sticker tags reading, "I Am Gay."
The Queensland, New Zealand man, who goes by Aaron on Twitter, said he was publicly humiliated upon retrieving the luggage at Perth Airport over the weekend after a Jetstar Airways flight.
Jetstar has apologized and said an investigation into the incident is underway.
"We are taking this matter very seriously and we have contacted the passenger to apologise for any distress caused," a spokesperson told News.com.au.
Aaron posted the following image on Twitter Oct. 12. It has been retweeted almost 250 times.
Just over an hour later, Jetstar responded to the tweet and promised to investigate
Readers around the world reacted to the blog post, adding to the storm of attention around the story.
However, Richard Smith at LGBT media blog, Fagburn, was quick to view the story with a grain of salt on Twitter and in a blog post:
UPDATE - 6 p.m. ET
A Jetstar Airways spokesperson declined to answer questions about the investigation, but issued the following statement to BuzzFeed:
"We are taking this matter very seriously and we have contacted the passenger to apologise for any distress caused. We will conduct a thorough investigation into this incident."