The Canadian Association of Petroleum Producers says Greenpeace has gone too far in its latest attack on the oilsands industry.
In an online contest posted on Facebook, Greenpeace is encouraging people to take aim at a CAPP ad campaign launched earlier this year that shows oilsands workers talking about land reclamation and environmental cleanup in the industry.
Greenpeace is encouraging people to create mash-ups or remixes, using videos from CAPP's campaign. One spoof video posted to the group's Facebook page depicts a biologist saying she will probably die of cancer and her family will be paid money to keep quiet.
CAPP spokesperson Janet Annesley said the ads go too far.
"We're certainly open to have our ideas or the point of the ads challenged," she said.
"If the activists don't believe our claims around environmental performance, let's talk about that … in our view, that just makes it personal, and it distracts from what, in fact, we should be talking about, which is solutions."
CAPP's website originally linked to the spoofs, but stopped when it decide the attacks had become objectionable.
Meanwhile, Greenpeace is defending the ad campaign, saying it's a way for people to express frustration with issues surrounding the oilsands.
Spokesperson Mike Hudema said the ads aren't personal attacks, but a way of mocking the industry's focus on public relations.
"We aren't launching any type of personal attack," he said.
"I think if you look at the site and the entries as a whole, you'll see that it's very tongue-in-cheek. You have images of Darth Vader, images of Monty Burns — even the prime minister appears in one of the ads."
Hudema said more ads are on the way and Greenpeace will continue posting them. Greenpeace has not been contacted by CAPP about the ads, he added.