It was supposed to be a sweet birthday message to beloved Home and Away star Ray Meagher but a Facebook post by an Aussie magazine ended up being interpreted by many fans as an obituary.
To mark Ray's 77th birthday, WHO Magazine shared a photo of the actor — who plays Summer Bay stalwart Alf Stewart — with his co-star, Georgie Parker (Roo Stewart).
But it was the caption that really made fans of the long-running Channel 7 soap stop in their tracks.
"'The whole cast and crew love you very much,;" it read. "Tributes are flowing for Home And Away's most iconic star, Ray Meagher."
Fans took issue with the post's suggestive wording, however, with more than one pointing out that it kind of implies that Gold Logie winner Ray had, well... died.
"Omg I thought he died. Wow. Just terrify a nation," wrote one fan in the comments.
Another accused the magazine of giving the entire country a 'collective heart attack' and demanded they re-think their choice of words in the future.
"Jesus guys! Don’t give the whole of Australia a collective heart attack. PICK YOUR HEADLINES BETTER," they wrote.
"Change the description of your post," added a third. "I thought he had passed away. Misleading."
One fan went as far as to call the post a "disgusting attempt at clickbait".
Some people were able to see the funny side of the situation, with one using a slew of Ray's character Alf's famous sayings to express their frustration.
"Stone the flaming crows. Strewth I thought he had passed. You lot are a bunch of flaming galahs making people think that," they quipped.
The controversial 'tribute' appears to have since been deleted from the page. WHO Magazine has been contacted for comment.
Over on the official Home and Away Instagram page, Ray's was honoured with a simple 'happy birthday' post that thankfully avoided any confusion.
Ray is the TV show's longest continuing performer, having played the role of cranky yet kind-hearted Alf since the first episode in 1988.
Never miss a thing. Sign up to Yahoo Lifestyle’s daily newsletter.
Or if you have a story idea, email us at firstname.lastname@example.org.