A BILLBOARD for a dating website recently erected in Utah has sparked controversy among local residents and been lampooned by others on social media.

The controversial roadside advertisement is for a dating service that markets itself as a place for white people to meet other white people.

It even says so in the name — WhereWhitePeopleMeet.com

The billboard has just gone up along the side of a highway in the conservative US state, and so far the reaction has been very mixed.

“I just don’t think it’s the way to teach our kids to love all when you see billboards like that,” local resident Kim Gilbert told Fox 13.

Michelle Dessau shared the concerns and said she thinks the billboard represents exclusionary views.

“I just feel we should be past that whole mindset of staying within our own race and segregation,” she said.

Another Utah resident, Kayla Lemmon, said she is entirely opposed to the notion of dating sites aimed at a single race.

“I have a lot of friends who are bi-racial couples and they’re in love and they’re happy,” she said. “I don’t think we should have a dating site with only one race. I think it excludes someone who could be your soulmate and is a different colour than you.”

West Valley billboard promotes Utah-based dating site geared toward white people: https://t.co/aiEKVRuMD8 pic.twitter.com/5PY1rs58pc — Salt Lake Tribune (@sltrib) December 31, 2015

While the billboard seemed to send the wrong message for some people, others argued it is no different to other dating services that offer partners purely of a certain race or religion.

Among all the debate on social media sites, many netizens lamented the negative reaction to the billboard and were quick to point out the hypocrisy of those who were critical.

“This is so silly! There is a website for black singles, would people be offended if they had a billboard? I know I wouldn’t be. People really need to stop being offended by everything,” wrote Carlie Petrie on Facebook.

“Let me guess, it’s racist? Even though there are other ethnic specific websites. You’re only racist if you’re white!” wrote Brent McKissick.

Despite the dichotomy of opinion, detractors have called for the billboard to come down, just hours after it was erected.