Both the Leave and Remain sides of the EU referendum campaign levied strong criticism at Ukip's migration poster today.
Prime minister David Cameron told an audience on BBC Question Time "there have been some moments like the Nigel Farage poster which I think are just wrong ... it's an attempt to frighten people, to scare them to divide people."
He was responding to a question on whether the EU referendum campaigns had soured the political debate in the UK in light on the tragic death of MP Jo Cox.
Ukip's "breaking point" poster depicts hundreds of refugees trudging across Europe.
Speaking to the Andrew Marr show earlier today, Justice secretary Michael Gove who is a leading Leave campaigner said: "When I saw that poster, I shuddered. I thought it was the wrong thing to do."
Ukip leader Nigel Farage responded to Gove's criticism on ITV's Peston on Sunday saying that Leave "have been doing very strong posters, not only about Turkey but the number of terrorists and criminals that have been coming into Britain under free movement rules."
He subsequently told Sky News that the post "reflects the truth of what's going on".
"I wish an innocent MP had not been gunned down in the street ... frankly had that not happened I don't think we would have had the kind of row over it."