Ads for a skin lightening treatment seen on the TTC have stirred up so much controversy in recent days that the advertiser has asked to have them all taken down immediately.

The ads for Lightnaturalskin.com, which appeared on the Line 1 Yonge-University subway, show split frames of a black woman and a South Asian woman, whose significantly lighter skin tones are the supposed result of the treatment.

The treatment is promoted as “safe and natural,” a solution to discoloration, hyper-pigmentation, uneven skin tone, and sun damage, that will ultimately lead to “brighter, lighter, and glowing skin.”

TTC spokesperson Brad Ross said since last week, a total of 11 complaints about the ad had been filed.

“Complainants expressed concern that the content of the ad was racialized,” he said.

On social media, some said the ads were “disgusting” and “racist,” calling on the TTC to “give [the company’s] money back.”

Ads are reviewed by the TTC after five complaints to determine if advertising policy has been properly applied, but the company itself asked for full removal even before the complaints totalled five.

The company released a statement on their website on Nov. 30, apologizing for any “concern, offense, or distress the ads may have caused.” Representatives were not immediately available for further comment.

The treatment is used for medical reasons, the statement reiterates, and cosmetic changes like evening out skin tone.

“We acknowledge that this treatment is a personal choice and may not be suitable for everyone,” the statement reads.

"It's a very high bar to reject an ad," said Ross. "Provided an ad does not violate any laws — including the Ontario Human Rights Code — then the ad can stand. People may take issue with the message of a particular ad, but that's not enough to remove an ad."

Pattison Outdoor, the agency responsible for advertising on the TTC, has right of refusal, and does not have to contact the TTC for approval, said Ross.

"We did not review this ad," he said.

Pattison Outdoor began taking down the ads on Wednesday night.

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"By the weekend that ad will no longer be in the system," Ross said.

With files from Katrina Clarke