Big parts of Snowdonia and the Scottish Highlands have been burning in unseasonably warm spring temperatures. Ben Lomond, one of the most popular peaks in the country, saw a wildfire last week too.

So UK outdoor folks were peeved when The North Face UK posted a photo to their Instagram account of an open fire in a very much human-made firepit on the shoulder of a Scottish mountain. The North Face has since removed the post, after receiving tons of comments, like:

“please consider the impacts of normalising the construction and lighting of fires in the landscape.”

“This is so off the mark,” wrote another user. “Be a positive influence and promote Leave No Trace rather than slick marketing images.”

Just goes to show, LNT is really the law of the land now, at least in the court of outdoor public opinion.

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