Band Aid 30's latest version of "Do They Know It's Christmas" was created to fight the Ebola outbreak in West Africa.

But the campaign has been hounded by critics since the song's premiere one week ago.

Most critics don't seem to have a problem with the Ebola cause itself, but rather it's the way in which the message is delivered that has been the biggest cause of complaint.

The fourth incantation of Sir Bob Geldof's creation follows a familiar formula for success.

Get a big group of music superstars in a room to record that classic Christmas song and watch it climb the charts – all in the name of a good cause.

Geldof certainly has a talent for getting artists on board. The song's credits reveal another all-star lineup including U2's Bono, Coldplay's Chris Martin, One Direction and Seal, among others.

Commercially, it's the charity single that just keeps on giving. Mainstream consumers have gobbled up Band Aid 30, raising approximately US$2 million within five minutes of its release.

The charity single, released on Nov. 16, shot up to the top of the charts with 312,000 in sales in its first week -- making it the U.K.'s fastest-selling single of the year.

Here in Canada, the song is not at the top of the iTunes charts, but it’s in the Top 10.

Band Aid 30 criticism on social media

The hashtag #BandAid30 has been used more than 250,000 times on Twitter -- but the reaction has been a mix between support and scorn.

So what's the problem?

The main backlash stems from people who accuse Geldof, the song and its message of being stuck in 1984.

Band Aid's original single was often accused of perpetuating a "white saviour" narrative with lines including “Well tonight thank God it’s them instead of you” and “There won’t be snow in Africa this Christmas time.”

While some of the lyrics have changed, many feel the tone has not evolved with the times.

Critics on social media say "Do They Know It's Christmas" features mainly wealthy white singers and is patronising, perpetuates misconceptions about Africa and even promotes lingering cultural imperialism.

A number of artists have come forward over the past week to reveal that they refused to take part in Band Aid 30 because of its controversial lyrics.

U.K. performer Lily Allen revealed to the Daily Mail Saturday that she refused to participate in the Band Aid 30 project because she thought it was "smug" and self-serving and that she preferred to donate "actual money."

Not to mention that a Christmas song may not be the best choice to represent the predominantly Muslim populations of Liberia, Sierra Leone and Guinea, who don't celebrate Christmas.

The song is particularly unpopular with Africans.

On Saturday, Emeli Sandé – one of the few non-white artists to appear on the track – revealed that she was uncomfortable with the lyrics but believed the song came from “pure and respectful intent.”

However, on Twitter, Sandé said she felt a whole new song was needed and that she and fellow artist Angélique Kidjo sang their own edits that didn't make the final cut. Sandé apologised for any offence or disrespect.

A number of people have staged a Twitter revolt by promoting "Africa Stop Ebola" -- a Band Aid 30 alternative that includes West Africa's biggest artists.

A group that Geldof critics say have a lot more at stake in the Ebola crisis.

Other social critics have taken a "do they know it's time to stop Band Aid" narrative – wondering about the next crisis that the song may be tagged onto.

What role should celebrities play in raising awareness? Is the controversy causing a distraction from the main cause of fighting Ebola? CTVNews.ca welcomes your comments.