The German camera company Leica is facing backlash after a promotional video depicting a photographer capturing the Tiananmen Square protests was released last week. The five-minute video, titled “The Hunt,” follows a Western photojournalist through a Beijing hotel in 1989 as he evades Chinese military and photographs the protest through a window. Leica is attempting to distance itself from the video, which coincides with the 30th anniversary of the protests that are estimated to have left thousands dead.

The ad was met with wide-ranging censorship throughout Chinese social media. Weibo, one of the largest social media platforms in China, quickly banned any post containing the word “Leica” in English or Chinese, citing it as “a violation of relevant laws and regulations or the Weibo Community Convention.” Users of Weibo flooded Leica’s official account with critical comments.