The decision to install a poster advertising the new Diana film next to the road tunnel where the princess died in Paris has been branded a "crass" marketing move.
The film poster, showing star Naomi Watts in character as Diana, Princess Of Wales, has appeared on a billboard advertising sign next to the Pont de l'Alma in Paris.
It was in this tunnel that the car carrying the princess was involved in a fatal crash in 1997.
The move comes as the new film opened in Paris.
Rosa Monckton, who was once a close friend of Diana's, told the Daily Mail she was outraged. She said: "I really don't have any words to describe how I feel about this cynical and shameless attempt to publicise a film that should never have been made.
"To have made a film so speculative and as this is disgusting enough, but to then advertise it on the spot at which she died is despicable."
According to ITV News, she added: "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. I would expect them to take it down right now."
Advertising agency JCDecaux removed them at the request of French distributor Le Pacte.
A spokesman at Le Pacte told Deadline.com that exact locations of poster are not hand picked in a campaign, rather are part of perhaps thousands in a global network. The Place de L'Alma placement was therefore explained as "a coincidence".
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