Frank Pinhorn of the Canadian Sealers' Association

Executive Director Frank Pinhorn believes the anti-sealing app is targeting a younger generation. (CBC)

A new anti-seal hunt app for iPhone and iPad users has the Canadian Sealers Association describing it as being based on lies..

The creators of 'Seals Hero' say the game is meant to be a fun way to educate people about what it calls a serious issue: "Each year, hunters bludgeon to death hundreds of thousands of baby harp seals."

The Canadian Sealers Association executive director Frank Pinhorn said the whole premise is based on lies and deceit.

"We all know the harvesting of white coats occurred pre-1985 — this is 2014. We're talking 29 years ago that the white coats were banned from being harvested," Pinhorn said.

Pinhorn believes the creators are aiming at a younger generation as the latest way to raise money for anti-sealing campaigns.

"Well, it's sad that it appears to be targeting younger generations, and it's full of lies and deceit. And they're using the younger generation to generate funds for their own selfish reasons. Which is what they always do."

The game, launched on Monday, was created by Maiko Enterprises. On the app website, people are asked to support PETA and other activist groups. 

In December, actor Pamela Anderson and Sam Simon, a co-creator of the The Simpsons, delivered an oversized cheque for $1 million to the sealers association's office in St. John's to end the seal hunt.