Controversial U of A billboard being pulled down

EDMONTON – An official with the University of Alberta has stepped down after a questionable billboard was put up.

The University said it’s pulling down the controversial sign that raised eyebrows for putting a positive spin on climate change.

The “beefier barley” billboard reads, “Climate change will boost Alberta’s barley yield with less water, feeding more cattle.” It was spotted last week and it quickly drew criticism from U of A students and faculty after circulating on Reddit.

Developing: @UAlberta is pulling this controversial billboard, and the VP University Relations Jacqui Tam is resigning over it. #YEG #ABpoli #UAlberta @CityNewsYEG pic.twitter.com/4BEXEKzUS3

— Carly Robinson (@CarlyDRobinson) September 29, 2019

The billboard listed a website which took those interested in finding out more to a 2017 study.

Previously the university said that the billboard was part of its “Truth Matters” campaign to highlight the U of A’s research tackling the complexities of climate change.

WATCH: Positives of climate change? U of A billboard draws critics

Now, the university says it’s pulling the ads immediately and the faculty member behind them, VP of University Relations Jacqui Tam, says she’s stepping down.

“The research highlighted by the ad does not promote climate change as a benefit; nor was that the meaning intended by the ad. However, public response has made clear that the advertisement’s wording fails to communicate the meaning and complexity of the research, allowing for easy misinterpretation,” reads an announcement from Tam on the school’s website.

“The messaging on the ad called the reputation of the University of Alberta and its extensive research on climate change into question.”

-with files from Carly Robinson