Gnejna Watersports Apologises And Removes Santa Marija Cave Advertisement After Backlash

Gnejna Watersports has issued a public apology after facing backlash over the placement of an advertisement inside Santa Marija Cave, confirming that it has now been removed.

In a statement, the company apologised to both its customers and the general public for the “distress and concern” caused by its actions.

While Gnejna Watersports said its intentions were centred around public safety, it acknowledged that the decision disappointed customers and “did not reflect the environmental responsibility” the company is committed to upholding.

“This does not represent the values of Gnejna Watersports,” the statement read.

The company confirmed that the advertisement was removed from Santa Marija Cave earlier on Thursday morning and offered a second apology to everyone affected.

The statement follows widespread criticism after an advertising poster was installed inside the cave, one of Malta’s most recognisable and difficult-to-access natural sites.

The incident sparked dozens of negative Google reviews and prompted calls for the sign to be removed, with critics arguing that commercial advertising had no place inside a protected natural landmark.

Do you think the company’s response goes far enough?

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Dylan Attard

Dylan Attard is a Social Media Executive at Lovin Malta and a proud Gozitan with a passion for digital media, content creation, and social trends. Outside of work, you’ll usually find him at the gym, watching series or doomscrolling.