Urban Outfitters, the millennial-oriented retailer known for graphic T-shirts and vintage-inspired accessories, this morning apologized for releasing an election guide to its 1.1 million Twitter followers that contained false information.
The widely-distributed guide wrongly claimed that voters would need an ID and a "registration card" before casting a ballot.
No states require a registration card to vote, though eight states can ask voters for a government issued identification card. Poll workers in Pennsylvania and New Jersey may not ask for ID unless a voter is casting a ballot for the first time.
Urban Outfitters' misinformation was first reported by ProPublica.org, the non-profit and non-partisan news organization.
Urban Outfitters, known for its provocative merchandise and over-the-top publicity stunts, said the errors were unintended. On Election Day, the company deleted the tweet, updated the guide, and issued this apology: