There’s a fine line between engaging and offending online. The popular Canadian coffee shop chain Tim Hortons got into trouble this week with a post which went on on its @TimHortonsGCC Twitter account and its Facebook page.

The post below went online on the 14th of this month. Almost immediately after posting, the picture was attacked by the brand’s followers as being inappropriate and encouraging dangerous driving.

Do you drink and drive? The image from Tim Hortons GCC was criticized both by fans and by the Dubai Police (image source: http://www.7daysindubai.com_

Even worse for the brand, drinking and eating whilst driving is deemed as an offense by Dubai Police. The social media team’s image was in contravention of the Emirate’s laws. You pretty much know you’ve boo-booed when the police tell you off.

Speaking to local English-language newspaper 7Days, Dubai Police’s Colonel Saif Muhair Al Mazroui explained following such advice could risk lives on the roads.

He said: “Any motorist who doesn’t pay attention to the road is endangering the lives of others. Eating or drinking inside the car while driving is prohibited as it might cause accidents when the motorist gets busy and doesn’t focus on the road.”

Tim Hortons GCC did pull down the advert after it was posted and the CEO issued an apology shortly afterwards. Santhosh Unni explained that the image “was meant to reflect a common consumer behaviour pattern. We do not promote reckless driving and request our customers to always be careful on the road.”

However, brands need to think twice particularly when the issue of safety is involved. The Tim Hortons GCC Twitter feed and Facebook pages haven’t been active since the posting, which may suggest the brand is having a second look at how it manages its social media. The next time you think of drinking and driving, remember Tim Hortons GCC.