For a company that prides itself on being a pride ambassador, this was an awfully embarrassing gaffe at the hands of a contractor thousands of kilometres away.

Staff at a gay bar in Sydney were seeking help to update the venue's details on Google Maps when they were told that Google did not support gay bars and would remove the listing.

Still listed: The Shift Bar & Club on Google Maps.

"I cannot believe what I am hearing," Shift Bar promoter Ash Doran posted on Facebook.

"In a conference call at the moment with Google as they are advising that they are removing Midnight Shift's google page 'because its a gay bar' and Google 'no longer supports gay bars' and they will be doing it to other gay bars."