An anti-divorce message will no longer share space on a giant billboard with electronics company Vision Tech after the name of the sponsor was removed from the Żebbuġ parish's initiative because of the "inconvenience caused".

"We would like to make it clear that the company did not know about the content of the billboard," archpriest Fr Daniel Cardona said in a statement, adding that the parish regretted the inconvenience caused to the company.

The billboard caused a stir on Sunday when pro-divorce Nationalist MP Jeffrey Pullicino Orlando was faced with the billboard saying: "Divorce: God doesn't want it." At the time, Dr Pullicino Orlando was walking to a club to hear Mass. The billboard stood on the church parvis opposite the club.

Fr Cordina specified that the parish's campaign in favour of family unity and against divorce had been going on for years in writing, through fliers and billboards.

He added this was a continuation of its long campaign in favour of the Catholic Church's teachings in light of the divorce debate that gained ground recently.

When contacted, Vision Tech manager Jason Grech did not seem too pleased with the free advertising he got when The Times published a photo of the billboard on its front pageon Monday.

"I did not know The Times would publish it. You could have removed it. I never asked for free advertising. If things become more complicated and we need to take legal steps, we will," he said.

He stressed he was not aware of the content of the billboard and was simply approached by the parish to help it financially, something his company and many others did on a regular basis.

He would not take a position on the divorce issue. "I'm not in favour or against divorce. It's not something I need to deal with. There are decision makers for that. I was just asked to sponsor a billboard and I did not know what the content would be."

He pointed out that cigarette manufacturer Rothmans used to sponsor football but it did not mean smoking was good for footballers.

He said he was surprised by the reaction to the advert. "How was I meant to know it would turn into such a hot issue?"

Meanwhile, the planning authority has confirmed the billboard was legal because socio-religious billboards were exempt from requiring a permit, as long as they were not erected for more than 21 days. Since it was placed last Friday it will be legally entitled to remain there until August 5.

The Curia said it had not been asked for its blessing about the billboard and the parish should shoulder responsibility for the initiative.