Following her performance at Brighton’s Preston Park, the pop star took to Twitter to advertise her new perfume.
The tweet, which has since been deleted, read: “Loved seeing so many people out celebrating diversity and inclusion for #pride here in the UK! Having the freedom to be who you want to be is so important, which is why we made Prerogative, a fragrance for ALL!! Check it out exclusively at @BootsUK #MyPrerogative.”
Britney also had the perfume feature in a float in the Pride parade, pictured.
She has since received a backlash for the post, which has accused her of using her Pride performance as a chance for ‘product placement’.
Twitter users called it a ‘severe misstep’, with one even suggesting that Britney should sack her PR team.
Even celebrities got involved in the fiasco, with comedian Joe Lycett commenting: “Friendly reminder that the first pride was a riot and there are better ways to celebrate diversity and inclusion than selling a perfume IMHO.”
It is the second time in the space of a week that Britey has faced criticism for the timing of an advertising post.
Prior to the event she had also tweeted about her Fantasy perfume, which had been given a signature Pride makeover.
The fragrance costs £40.00, with £1 from every sale going to the Gay & Lesbian Alliance Against Defamation (GLAAD).
However, her followers again argued that more of a percentage from the sales could have gone to the charity.
One unamused fan even took the time to note that despite her posts promoting inclusivity, only 2.5 per cent of each ‘Pride perfume’ was being donated to an LGBTQ+ charity.
Britney had already come under fire after seeming to forget where she was performing during Pride, having to ask one of her back-up dancers.
One fan who attended the show, and asked not to be named, said: “I was really enjoying watching Britney, but I couldn’t believe it when she turned around and I suddenly heard her say ‘where are we?’ to her dancers.”
Videos have since shown Britney was heard shouting “Where are we?” before turning to the crowd and saying: “What’s up Brighton Pride.”
The crowd member added: “It was a real shame becuase we thought she really wanted to come here and be part of Brighton Pride.
“To think she didn’t know where she was made it sound like it was just another stop on her tour.”
Most of the crowd seemed to let it wash over them, and despite the comedy value it gave, forgave the singer and continued to party the night away as she performed at Preston Park on Saturday.
Britney headlined Brighton Pride on Saturday night, in front of a record crowd of 57,000 people.
It was the first date on her UK and Europe Piece of Me tour, which has become a hit in Las Vegas.
It is the first time since 2011 that Britney has taken any show on the road.