Wowcher has apologised for a promotional email that appeared to mock a crocodile attack on a three-year-old boy at a zoo.
On Saturday, the website's customers were sent a message that had the headline: "Snap up these deals quicker than a croc can catch a kid."
Screenshots of the email were shared widely on social media, with some describing it as "disgusting".
One customer wrote: "Emailed them back but no answer. Won't be using them again for sure, even if it's a poor effort at a joke somehow."
Others said they have now unsubscribed from Wowcher's emails, and called on the person responsible to be fired.
A Wowcher spokesperson said: "We are extremely sorry for an email subject line sent by Wowcher yesterday.
"The wording was unacceptable. It should never have been written. It was never approved for use.
"The responsibility sits with us and we are urgently reviewing how our processes failed.
"We recognise the hurt and distress it has caused, particularly for the young child's family at this unimaginably difficult time."
Wowcher went on to confirm that it is "urgently" working to strengthen how marketing content is approved.
"There is no excuse for this," the statement said. "We apologise unreservedly and will take the necessary steps to make sure this doesn't happen again."
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On Thursday afternoon, Cambridgeshire Police had been called to a zoo in Huntingdonshire after a boy was allegedly thrown into a crocodile enclosure.
He is in a stable condition at Addenbrooke's Hospital, and it is understood that he was attacked by at least one crocodile.
A 30-year-old man was arrested on suspicion of attempted murder, but released on bail until September after being assessed as "not being fit for an interview".
The suspect - who was not known to the boy - reportedly has learning difficulties and had been on a trip with a carer.
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