Kim Kardashian has been branded “totally irresponsible” for making a cruel joke about the Princess of Wales’ whereabouts.

The reality TV star took to Instagram on Saturday to share a series of pictures of herself with the caption: “On my way to go find Kate.” The Princess of Wales has been away from royal duties since January after undergoing planned abdominal surgery.

Her health has been the subject of intense online speculation in recent weeks and Kim was slammed by fans for her comments. And she’s not the only celebrity to get flak, with Blake Lively also facing criticism for referencing Kate’s Photoshop scandal. PR expert Mayah Riaz has said comments from Kim and Blake won’t have helped with the online conspiracy theories.

Speaking exclusively to The Mirror, she said: “The conspiracy theories regarding Kate have gone into overdrive. This is mainly due to the poor PR management by Kensington Palace – however, we don’t know the delicacy of the situation they are working with.

“Due to there being no end to the conspiracy theories and rumours, what doesn’t help is celebrities like Blake Lively and Kim Kardashian weighing in on it. This is totally irresponsible and only fuels the situation further regarding someone who must be going through a difficult time at the moment.”

Mayah admitted she is surprised that Blake decided to reference the drama surrounding Kate.

“I’m surprised to see Blake had got involved in this on social media,” she said.

“However, it doesn’t surprise me that Kim Kardashian would do so – as she would see using something topical as a way of getting attention onto herself. They both know how the media works.

“Meaning that whatever they mention on their social media, will make it into news. There will be thousands who will have seen their Instagram posts and it would result in more followers and in Blake’s case, maybe even sales! She would have done this as a way to get her beverage brand spoken about. And it might just backfire!

“You’d think that celebrities would do better when it comes to delicate situations such as whatever is happening with Kate Middleton. Especially as they would want aspects of their private lives to remain as such and not be speculated about. Or, if they truly hate rumours about themselves being given air time, why spread it about others? Whatever happened to women support women?”