In an article entitled 'Why there was nothing 'natural' about Stephen Gately's death', journalist Jan Moir links the former Boyzone star's passing to his homosexuality and talks of the apparent pitfalls of his 'very different and more dangerous lifestyle', as well as mentioning the recent suicide of Matt Lucas' former civil partner.
She also writes: 'Another real sadness about Gately's death is that it strikes another blow to the happy-ever-after myth of civil partnerships.'
After a court injunction preventing the publication of a parliamentary question was reversed in no small part thanks to the efforts of users of microblogging site Twitter, the same site has become inundated with expressions of disgust at Moir's article.
Twitter user amyvangar wrote: 'Dear Jan Moir, you are a loathsome, obnoxious individual. There is nothing natural about your lack of tact and judgement.'
Stephen Fry, meanwhile, wrote of Moir: 'I gather a repulsive nobody writing in a paper no one of any decency would be seen dead with has written something loathesome and inhumane.'
Her name has become a top 'trending topic' on Twitter - indicating the frequency with which it is mentioned - and users have started petitions urging readers to contact the Press Complaints Commission (PCC) regarding the Mail piece.
Moir has been labelled 'vile' by several Twitter users while others have opted to reduce the Mail's potential publicity for the matter by publishing the article as a Google Document, denying the Daily Mail website potentially thousands of online hits.
And in a remarkable instance of consumer power, other members of Twitter have sent messages to the BT, O2 and Marks and Spencer Twitter pages asking if the companies intend to remove their advertising from the webpage showcasing Moir's offending article.
Though the article and accompanying adverts remain on the Daily Mail website, the majority of reader comments are negative, with the article labelled 'disgraceful', 'hateful' and 'poisonous'.
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