A billboard bearing the message “NO GAYS ALLOWED” has been installed in New York City’s iconic Times Square.

NBC reports that the billboard, which reads “NO GAYS ALLOWED” on a blank white background, was installed on Tuesday and is set to remain in place until February.

Despite the outwardly homophobic message, the Times Square billboard is not what it initially seems.

The Times Square ad unit was actually placed as a protest against legal firm Alliance Defending Freedom (ADF), a shadowy ultra-conservative body that has brought several cases seeking to undermine LGBT+ anti-discrimination protections across the US.