Organisers of Pride in London have apologised for "undermining" the LGBT+ community with a series of bizarre posters released this week.
The brightly coloured advertisements bore slogans such as: “Being homophobic is sooo gay”, “My gay friends make me more attractive by association” and “I’m a straight man with gay pride”.
The backlash was swift, with Twitter users quick to point out that the campaign was offensive and oddly focused towards the straight community but with no representation of the transgender community.
One poster, that was uploaded to the Pride in London Twitter page shows a rainbow heart with the message: “People think I’m gay which I think is cool”.
One Twitter user commented below: “This is so distasteful it's unbearable. Fidget-spinners are cool, Huaraches are cool - my sexuality is my life, it's not "cool"- it's me.”
Another said: “London pride is just such disappointing trash this year lmao please stop fetishising and commodifying our community and identities.”
Organisers for Pride in London have since apologised for the tone deaf posters which have now been removed from the series.
“It is clear we misjudged the content of some of the messages in this poster series, undermining the individuality, importance, and dignity of the LGBT+ community,” they wrote in a statement.
“This was never our intention, and we are genuinely sorry to have played any part in something that appears to devalue our own community, and have removed these four images from our campaign.”
London Pride takes place over 14 days with the main parade set to take place on July 8.