Olympic sponsor Coca-Cola’s new social media marketing campaign in South Africa wants fans to share on social media a virtual can of Coke personalised with a friend’s name or message but has banned the word "gay".

Should a user attempt to personalise the can with “gay” on the Share a Coke website, the error message will read: “Oops. Let’s pretend you didn’t just type that.”

Other banned words include sex, fuck, homo and dyke. The website does not, however, ban the word “straight.”

The soda giant recently defended the arrest of the gay rights advocate for waving a rainbow flag during the Olympic flame relay in Russia while maintaining that the company is “a strong supporter of the LGBT community and have advocated for inclusion and diversity through both our policies and practices.”

Coca-Cola, Visa, McDonald’s and other sponsors of the Sochi Olympic games have all come under fire for not speaking up against Russia’s anti-gay laws.