07/18/2018 11:24 EDT | Updated 07/18/2018 11:26 EDT

Dave Wheeler Fired From 92.1 CITI FM For 'Damaging' Comments About Transgender People

Several advertisers threatened to pull their advertising from the station.

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WINNIPEG — A Winnipeg radio host has been fired for his on-air comments about the transgender community.

Rogers Media says Dave Wheeler is no longer with the company, effective immediately.

Spokeswoman Andrea Goldstein says that despite "multiple disciplinary incidents, and in spite of numerous conversations, he has continued to offend our audiences. As a result, we have ended our relationship."

Diversity and inclusion 'paramount': Rogers

Wheeler was initially suspended from his popular morning show on 92.1 CITI FM on Tuesday, the day after he compared transgender people to actors who "pretend to be different things."

The comments were followed by backlash on social media, while several advertisers said they would pull their advertising from the station.

Goldstein said Wheeler's comments were "deeply hurtful and damaging, and we sincerely apologize."

"This type of behaviour contradicts our standards and our core values, where diversity and inclusion are paramount," Goldstein said in a Rogers Media statement.