On Thursday, a shocking video surfaced of a young female tourist, believed to be from Northern Ireland, performing oral sex on more than 20 men in a bar in Magaluf, a holiday resort on the Spanish island of Majorca.
According to recent reports, the girl was promised a "holiday," in exchange for performing sex acts, only to discover after that it was a cocktail that cost 3 euros.
As the story went viral, the reaction was intense and angry. Many users were disgusted by the unedited footage.
Not only have many users on social media attempted, and possibly succeeded, in outing the girl in the video, she's also become a widely shared meme.
Adding to the reaction, British tabloid The Sun made her the cover story, barely attempting to censor her face.
On Friday, however, many started to push back against the intense anger at the girl involved. Holly Baxter wrote in The Guardian that all the outrage was a form of medieval public shaming.
If you don't learn to play the game and let us tell you what you can and can't do with your hands, your mouth and your vagina, then we'll come for you. It won't be any of those men who you performed sex acts with on the dancefloor who everyone on social media is denouncing in the strongest language possible. It will be you alone who is the subject of a discussion about how British women have gone too far.
The Daily Beast's Emily Shire agreed, calling the online outrage pretty hollow:
Ultimately, the moral outrage over mamading is a thin excuse for people to vent paternalistic, unfounded beliefs about how adult women are supposed to behave sexually. If people are actually concerned about mamading increasing as a sexual practice, do not freak out about it. Almost everyone who heard about it didn't even know it existed 24 hours ago.
And E.J. Dickson from The Daily Dotpointed a finger at the men who leaked the video.
I know how I would feel if I were her parent, and it would not be "shame" at the fact that my daughter was a "slag." Frankly, my heart would break for her, and my head would fill with blood and my fists with fire for the men who exposed her in such a sleazy, humiliating fashion.
There's also the issue that British TV personality Jay Gardner was there in the bar and actually appears in the video, though he was not involved with the sex act.
As for the girl involved, she hasn't come forward. But many Twitter users are trying to push back against the criticisms of her, demanding the men involved come forward.