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A billboard in Sydney's Kings Cross, which depicts a man having sex with a pig to intentionally cause controversy, will be removed after it sparked outrage.

The image of bestiality is an advertisement for provocative new drama series Black Mirror on Studio, the arts channel produced for Foxtel by SBS.

The Australian Christian Lobby told News Limited that the sign is distressing, and a desperate cry for media attention.

ACL spokeswoman Wendy Francis has slammed advertisers for the damaging affect the image will have on children.

The controversial billboard will be removed.

"I'm in my 50s. I'm big enough and ugly enough, but that's really distressing. My stomach actually turned," she said.

And Foxtel released a press release this afternoon apologising for the image.

"This billboard is part of a campaign by Studio the arts channel produced for Foxtel by SBS," the company said in a statement.

"It was intended to provoke, but is clearly in appalling taste and demonstrates a lapse of judgment by Studio and a failure in the approvals process at Foxtel.

"Once senior management at Foxtel became aware of the nature of the image we instructed Studio to remove and replace the billboard. This will happen as soon as possible. Foxtel regrets any offence that has been caused."

Earlier in the day, Studio general manager Chris Keely said: "You may love it, you may hate it, but you'll definitely be talking about it."

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