A complaint about a billboard that stated "Seriously, Breast Cancer's Not A Big Deal", has been upheld by the Advertising Standards Authority (ASA).
The outdoor billboard on Auckland's South Eastern Motorway, near Carbine Road, was created by the Breast Cancer Research Trust.
A McCallum complained to the ASA: "I'm disgusted that anyone could allow that comment to go up in public."
The ASA said they had received other complaints that the billboard was "offensive", "distressing" and "trivialised a serious disease".
The trust said the message was promoted solely to the goal of finding a cure for breast cancer.
"People have often forgotten that it was not so long ago the flu and polio (were) considered an epidemic, but, as we know, scientific and medical research has found ways of treating and curing these so that they no longer have the devastating impact they once did."
The trust said they realised the billboard was provocative, but it was to inspire people to help raise money for a cure.
A week later the trust put up a billboard with the same message, and added "because we're finding a cure, but we need your help".
The ASA said in its report released today it was clear the billboard had "caused serious and widespread offence...as people viewing the billboard had no awareness of the context in which the statement had been made".
The board found the trust breached the authority’s code of ethics, and upheld the complaint.
NZPA