The province has pulled a series of ads aimed at recruiting nurses after they were criticized as being sexist and patronizing.

The ads have been online since February and tout Manitoba as offering a work-life balance.

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The ads depict nurses still in uniform, doing activities such as hiking in snow, visiting an art gallery or doing yoga. 

One ad used a stock photo of three women getting facial treatments at a spa, and a nurses uniform and stethoscope were photoshopped onto one of the women.

The Manitoba Nurses Union says the ads are tone deaf and demeaning, especially when nurses are dealing with 16 hour workdays, record (overtime), and crushing workloads.

Manitoba Health Minister Cameron Friesen said that the province has pulled the ads and says as a minister, he doesn't normally wade too far into advertising campaigns. However, he felt the same concerns as everyone else did.

Friesen says he will have internal discussions about next steps in the days to come.