Sequoia Financial Group (ASX:SEQ) said CEO Garry Crole has apologized to the Professional Planner publication after he mistakenly implied that a journalist from the news outlet had violated an embargo on a report about the sale of InterPrac Financial Planning, according to a Friday filing with the Australian bourse.

In earlier communication with the stock exchange regarding non-compliance with a listing rule, Crole said he provided information to a Professional Planner journalist on March 20, with the understanding that it would not be published until after the sale agreement was formally announced.

"Upon reflection and in speaking to Professional Planner yesterday and making an apology for the mistaken identity Mr Crole realized the journalist was not from Professional Planner but from another publication or news outlet," Sequoia said in its Friday response to an ASX query.

"Mr Crole cannot recall for certain which publication the telephone call was with," the company said.