A northern California publication is taking heat after reportedly attempting to make light of the Black Lives Matter movement using pictures of dogs.

The photo shows a black Labrador with a sign reading "Black Labs Matter" while a yellow Labrador wore a sign that said "All Labs Matter".

The San Francisco Police Officer's Association Journal published the picture on the back page of their newsletter.

"This is a serious matter right now," said Shawn Richard, a spokesman for the NAACP.

"Don't play with this because lives are being ruined, lives are being taken and families are mourning still."

The NAACP has reached out to the police officer union, and the two groups will meet and discuss the photograph sometime in the next few weeks.