"I just don't think it's the way to teach our kids to love all when you see billboards like that", Kim Gilbert said.
If you're black and you are offended by WhereWhitePeopleMeet.Com, I'm sure there's a website called where BlackMenMeetFatWhiteWomen.Com, and if there's not instead of wasting your time complaining about the whites only dating site, expend your energy creating a dating Web site tailored to your preferences.
Plastered along the 201 Freeway between 5600 west and 7200 south is an advertisement for "where white people meet".
There are dating sites that cater to specific races and groups, such as blackpeoplemeet.com, JDate and ChristianMingle, but that has not stopped a storm of backlash on Twitter.
The company says it wants to help "connect like-minded people in a non-discriminatory fashion".
Although some expressed outrage about the idea of a whites-only dating site, particularly in Utah, the president of the NAACP's Salt Lake chapter, Jeanetta Williams, told the Tribune she simply thinks the concept is "odd".
At least, one person found the billboard ironic, given Utah's 91 percent white population.
It appeared to launch in August and so far, it claims to have around 700 "members" which is up from just a hundred in less than a week - before a story about the website ran on TV, according to data reported by a Utah newspaper.
She added, "Billboards are expensive". "Every day you can meet white singles". The website, which charges a $4 membership fee, says, "There are various dating websites that promote and cater to just about every origin, race, religion and lifestyle out there".