The Cliffton bar in Patchogue has apologized for posting on social media what many say is a transphobic photo.

The bar posted on its Instagram account a picture of two people with the words, "Just two dudes...chillin' at the Cliffton." Below it, the bar wrote, "Should we tell him or let him find out himself?"

Many say the post is transphobic and shames transgender individuals and other members of the LGBTQ community.

Dev Kay, a friend of one of the people in the picture, says the person had no idea the picture was taken. Kay says they are devastated and embarrassed.

Jeff Livingston, an LGBTQ activist, says this isn't the first time bar owner Brian Neal has posted what he calls inappropriate pictures and comments on social media.

Neal posted an apology on The Cliffton's Instagram, saying the bar "has never, nor will ever, be transphobic, homophobic, or Anti LGBT."

Livingston says the apology is "too little too late." He's organized a peaceful protest across the street from the bar on East Main Street. It's set to be held at 7 p.m. Friday.

An attorney for one of the people pictured in the initial post sent News 12 a statement calling it "illegal."