This is the oath people say at the shucking-in ceremony. (P.E.I. Oyster Society)

A new campaign to promote P.E.I. oysters is raising some eyebrows for its sexual connotation.

But the Island's fisheries minister and the PEI Aquaculture Alliance are standing by the Oyster Society Campaign.

There are 31 Island restaurants encouraging patrons to try oysters by taking part in a shucking-in ceremony.

As part of the ceremony, a verse is read that contains the phrase “salty kiss," but it turns out that can refer to a sexual act.

P.E.I. Fisheries Minister Ron MacKinley says he isn't concerned.

“Anytime you get more attention, the better off it is and you know sex sells,” MacKinley said.

MacKinley says with the site Urban Dictionary, any phrase can be taken in a different context.

“I mostly go to the Webster Dictionary to look up what is taking place. And let's face it, anytime anybody thinks of oysters at a bar or somewhere, sex does come up.”

Ann Worth, the executive director of the P.E.I. Aquaculture Alliance, says that wasn't the intention of the campaign.

“Everybody knows that common words are interpreted in different ways by different people, particularly in the online world. I don't think that we feel that there is any sort of direct relationship to anything, other than wholesome, nutritious.”

Worth says there has been tremendous response to the campaign since it began two weeks ago.

The media company that produced the promotion says so far, about 100,000 people have heard about the campaign through social media.