(JTA) — An Estonian gas company apologized for using a photo of Auschwitz in its advertising.
The website of GasTerm Eesti on Aug. 23 published a photograph of the front gate of the Nazi death camp with the famous inscription "Arbeit macht frei," or "work makes you free." The caption read "Gas heating — flexible, convenient, and effective."
The next day the photo was removed from the site and an apology was posted.
Company director Sven Linros said, according to DzD.ee portal, "Hitler killed himself because he got a gas bill … a lot of people laugh at this, but I do not. I visited Auschwitz with dread. I feel sorry for the victims and their families. The picture was intended for a narrow group of people. We wanted to clarify that the CH4 gas is not toxic and can be used to heat buildings even those with such a sad history."
Auschwitz photos have been used before in ads. In January, a gym in Dubai used an image from the camp with the tag line "Kiss your calories goodbye."