A poster advertising the Naomi Watts' film Diana has been removed from the Paris site where the fatal car crash took place.
The billboard was positioned near the entrance of the Pont de l'Alma tunnel, where Princess Diana's car hit a pillar on Aug. 31, 1997. Diana, companion Dodi Fayed and their driver, Henri Paul, were killed as they attempted to outrun the paparazzi.
The poster also overlooks the Flame of Liberty, which became an unofficial memorial to the princess because of its proximity to the site.
British media had reacted harshly to the poster’s placement, with The Daily Star describing the promotional tactic as “Di-abolical” and “heartless.”
One of Diana’s closest friends, Rosa Monckton, also reacted with fury, calling the billboard "despicable and crass."
She said: “I cannot imagine that any company could stoop so low ... It is a terrible intrusion into her memory, not to mention the lives of her sons, whose feelings are often forgotten in these stories."
The film's distributor Le Pacte has since taken down the poster in response to the outcry. “We asked for the removal of this poster after controversy in the British media,” a source at Le Pacte told Agence France-Presse, adding that the poster was one of about 1,000 posted in Paris to promote the film.