Easter isn’t so far off now, so Cadbury is running many promotions. The chocolate maker is encouraging customers to go digging for “treasure” at historical sites across the U.K. The campaign has already been pulled, but before it was, archaeologists and professors took to social media to speak out against the “ill-advised” campaign. Bolton Museum’s archaeological curator Ian Trumble wrote on Twitter, “This is quite possibly the most shocking, ill-advised & irresponsible ‘heritage engagement’ campaigns I have ever seen. The #cadburytreasurehunt by @CadburyUK actively promotes the gleeful destruction of archaeological sites and undermines years of public heritage education…” Following the backlash, a spokesperson for Mondelez International, which owns Cadbury, has released a statement confirming that they have removed the promotion’s website, and will instead be “updating” the content to direct families to museums where “existing treasures can be found.”