Now, social justice warriors say they have been triggered... by a toilet paper ad.
An advert for luxury black toilet paper in Brazil has been branded racist after it starred a famous white actress and used the slogan “Black is Beautiful”.
The company Santher dropped the term, which was famously used by South African anti-apartheid campaigner Steve Biko and other activists since the 1960s, after it drew outrage.
The advert showed actress Marina Ruy Barbosa, naked apart from the black toilet paper wrapped around her.
“People died so that this expression could be revered until today," Rio-based writer Anderson França wrote on Facebook.
"People continue dying and this expression is more important and vital than never before. But in Brazil if you key in #blackisbeautiful you are going to find ass paper.”
His post has been shared more than 2,700 times as anger spread on social media.
"In Brazil #Blackisbeautiful is not a cause, it is now toilet paper. Where do black lives matter?," one Twitter user said.
Triggered by a toilet paper ad?? Give me a break!
This is a new level of crazy, even for the left. This ad has nothing to do with skin color, it's simply trying to let people know that the toilet paper being sold is black. Given the fact that most toilet paper rolls are white, it's important that Santher let consumers know that their product is unique. I guess companies can't even say the word "black" anymore without being accused of racism!
What do you think about this? Sound off in the comments section below!