Niagara Falls Tourism is putting out a model casting call for an upcoming marketing campaign.

The catch? It’s a non-paying gig.

Which irks Niagara Falls musician Pete Haverkamp, who feels Niagara Falls Tourism has plenty of funds to pay people for their efforts.

“It’s hard not to see volunteer casting calls as exploitative when the tourism industry generates so much revenue,” said Haverkamp when reached Friday.

The singer criticized the endeavour on Niagara Falls Tourism’s Facebook page Thursday night after the casting call was posted.

“Groups like ACTRA (Alliance of Canadian Cinema, Television and Radio Artists) set fair-pay standards for a reason — artists deserve to be treated as professionals, not as free labour.”

The casting call is for families with children aged five to 15,

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