Canadian journalist becomes instant meme after admitting he’s been accidentally using dog shampoo for months

A Canadian journalist has been mercilessly mocked on Twitter after sharing with followers that he’d been using dog shampoo for the past few months and only noticed when he’d run out.

Jonathan Kay, an editor at online conservative publication Quillette, posted the tweet claiming that, despite the big picture of the dog on the front of the bottle, he hadn’t realised it was meant for canines.

Tagging the company that produces the shampoo in his tweet, the Canadian editor appeared to blame the relatively small font size of the word “pets” for his error.

He wrote: “So it turns out I've been using dog shampoo on my hair for the last few months. (I only discovered it when I ran out and needed to get more.) this is partly my own fault but it doesnt help that @ArmandHammer has the word "pets" in like 4-pt typeface. I'm guessing this is common.”

Needless to say, Twitter users were quick to mock Kay’s mistake. Among his replies was a rather scathing one from Canadian-American actor Seth Rogen, who simply wrote, “you’re stupid.”

Other users posted their own joke version of the tweet, replacing the dog shampoo with products like popcorn and car wash.

Others were baffled as to how Kay had missed the big dog on the bottle.

Responding to his confused critics, Kay wrote a follow up explaining what went wrong:

Well, that’s embarrassing.