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An Alberta pro-oil sands group is apologizing for a controversial advertisement that’s received heavy criticism.

Canada Oil Sands Community founder Robbie Picard posted any apology on the group’s Facebook page which includes “It was not my intent of demeaning women or any people of any sexual orientation.”

Picard’s apology stems from the group releasing an advertisement that has been dubbed the ‘hot lesbians’ ad.

The poster features a photo of two women kissing with a caption that reads, “In Canada lesbians are considered hot! In Saudi Arabia if you’re a lesbian YOU DIE! Why are we getting our oil from countries that don’t think lesbians are hot?!”

The Canada Oil Sands Community’s ‘Hot lesbians’ ad. Canada Oil Sands Community, credit

The group has been criticized on its Facebook page over the advertisement.

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“That poster was disgusting, fetishizing queer women and reducing the existence of lesbians to something for men’s pleasure – for something for men to find “hot”. Queen relationships between women may be beautiful but they don’t exist for men,” Jessa wrote.

“There are so many ways to raise awareness to any issue without sexualizing or demoralizing human beings or a group of people who face adversity,” Catherine wrote.

In his apology, Picard added, “It was rather to highlight injustice done by other countries we are purchasing our oil from. I certainly don’t want to divide our community. I believe in equality and human rights.”

The advertisement has been removed from the Canada Oil Sands Community Facebook page.