Supermodel Gigi Hadid is facing criticism over her recent promotional Instagram post for McDonald’s.

A photo of Hadid eating McDonald’s French fries at the Coachella music festival provoked a considerable backlash in the comments feed, with many observers taking issue with her partnership with a fast-food chain considered by many to be synonymous with obesity and poor health, considering her Instagram account is followed by 47 million people.

Hadid’s photo caption, captioned “Pre festival with @mcdonalds yesterday❣️fed & hydrated, thanks friends!” caused many to question her wisdom in choosing sponsors.

One popular comment liked by more than 3600 people read “I really do not understand why you would promote McDonalds. In fact, it utterly baffles me why an intelligent, well informed and influential person like yourself would what to be affiliated with such a company. Surely it can’t be for the money? There are so many other ways to be ‘fed and hydrated.’”

The comments have been said to reveal McDonald’s still has significant PR hurdles to overcome regarding the nutritional content of its offering, despite recent moves to become seen as a “modern, progressive” burger chain.

As one comment put it, “Awful partnership Gigi. McDonald’s is poison.”