A NEWS website has been slammed for publishing a "revolting" comment alongside a short video of the Bradford City fire on social media.

SourceFed, which is based in the US, tweeted a GIF of the 1985 Valley Parade blaze at its height and of a supporter on fire.

The video was accompanied by the words: "When you're on fire but trying to stay chill."

Twitter users reacted angrily to the tweet, describing it as "despicable", "vile", "disgusting" and a "disgrace".

One man blasted SourceFed for making a joke out of a disaster which left families "torn apart".

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Alan Carling, chairman of the Remembrance Panel of the Bradford City Supporters Board, said: "This was a revolting message to publish, which showed no awareness of the impact it would have on the families of the victims, and all those affected by the fire disaster.

"The timing was especially insensitive, as it came days before the minute's silence that will be observed at the home game at Valley Parade this Sunday, and the memorial service to be held in Centenary Square next Wednesday, May 11.

"I would like to thank all those whose immediate protests caused the offending site to take down its message and apologise for its actions. There is a long-standing effort to keep such distressing images out of the public domain, and the overwhelming majority of content providers and news sites respect this policy.

"This unfortunate incident shows how difficult it is to control the whole of social media, and why we need to maintain vigilance in order to protect all those affected by the disaster from these abusive images."

Ajay Mahajan, director of the Plastic Surgery and Burns Research Unit (PSBRU), which was set up in the aftermath of the disaster, said: "That is just not on. It is playing with people's sentiments.

"I just do not have the words for it. It is obviously very upsetting.

"For someone to open all the wounds, it is just not acceptable. It is absolutely disgusting.

"And especially with the anniversary so near."

Mike Thompson, a member and former chairman of Bradford Supporters' Trust, said: "It is absolutely shocking and disrespectful and I really cannot imagine what is in people's minds to use images in such a ridiculous way."

Mr Thompson, who knew people who died in the fire, added: "It is a ludicrous thing, a ridiculous comment.

"You can only assume that people are ill-informed."

Mike Harrison, editor of The City Gent fanzine, was at the stadium on the day of the fire. He said: "Whatever the context, of whoever did that, was trying to get across, there is absolutely no excuse for using something like that - be it the Bradford fire or anyone else on fire.

"It is deplorable," he said.

"We don't need to see it, no-one needs to see it. There is no need for it."

Bradford City Chief Operating Officer James Mason said: "It’s a sad indictment of the modern world whereby people with no connection to an event feel the need to add or share images of a sensitive nature, often without thinking through the consequences or hurt that could be caused to others."

He said that although the Tweet had been deleted, the damage had been done.

"It’s a regrettable incident and should be a lesson to all," he added.

After many had vented their anger on Twitter, SourceFed deleted the Tweet and issued an apology via the social media website, stating: "Sorry about the earlier GIF, it was very inappropriate. It's not us, it's not our brand, and it's super not okay. It'll never happen again."

The company has not responded to requests for an interview from the Telegraph & Argus.

Twitter user Peter Bellerby said: "The @sourcefed tweet using Bradford City fire disaster for promotion is the most disgusting thing I've seen on here hang your heads in shame."