Glamour magazine has been widely mocked online after it named rock musician and campaigner Bono as its first ever Man of the Year for his work on empowering women and girls.
The magazine made waves as it announced its first male winner at its annual Women of the Year Awards - but perhaps not to the reasons they were hoping.
Many commenters suggested that the magazine seemed to be reinforcing patriarchy by lauding a man at a ceremony designed to recognise women.
Some also saw it as somewhat ironic that he had been honoured for his work on promoting women and girls.
Bono has been a long-time campaigner for women's rights.
In an article on Glamour online about the award he said he was "grateful for this award as a chance to say the battle for gender equality can’t be won unless men lead it along with women."
"We’re largely responsible for the problem, so we have to be involved in the solutions," he added.
However, some commenters argued that it was a prime example of a man swooping in to take in to take the glory at the expense of many women also working in the same field.
The magazine's new Man of the Year award was introduced in addition to the overall Woman of the Year gong.
There was no immediate comment from Glamour magazine.