Complaints about a Tui beer billboard that poked fun at internet tycoon and piracy accused Kim Dotcom and his wife Mona have been upheld by the Advertising Standards Authority (ASA).
The billboard, which appeared in locations throughout the country, stated: "She clearly married Dotcom for his body. Yeah right".
One complainant said the billboard insinuated that "Mr Dotcom has an unattractive body and that Mrs Dotcom married him for his body".
Other complainants shared this view and some added that the billboard was "hurtful and insulting" to overweight people in general.
The ASA complaints board said in its decision, released today, that while the advertisement was intended to be humorous, the statement was "disparaging of, and derogatory to, both Mr Dotcom and his wife in a highly personal way which was not saved by the allowance for the use if humour".
DB Breweries said it had removed all the billboards.