Dairy NZ have confirmed they will be appealing the Advertising Standards Authority's (ASA) decision not to uphold their complaint over a Greenpeace advertisement.
The ASA ruled Greenpeace did nothing wrong when they blamed the dairy industry for the ongoing pollution of New Zealand rivers.
Dairy NZ chief executive Tim Mackle says he's disappointed by the decision.
"We're appealing this decision by the ASA because we believe that the information provided by Greenpeace in its response [to Dairy NZ's complaint] is also misleading.
"It does not reflect any of the comprehensive information we gave them in November about the extensive work being carried out on dairy farms to protect the environment," he said.
"The Greenpeace TV ad is misleading and infers that dairy farming is solely responsible for the pollution of rivers."
Dairy NZ also believe their farmers are ahead of the game with fencing off waterways, wetland restoration, and the installation of effluent management systems.
"Over the past five years, our farmers have spent more than $1 billion carrying out this work. The countryside is where the farmers live and work, and they are great stewards of their environment." Mr Mackle said.
Greenpeace revealed exclusively to Newshub on Sunday they had been successful in their ASA ruling over the ad.
Greenpeace Executive Director Russel Norman says he's not surprised Dairy NZ have chosen to appeal but the facts remain the same.
"The science is extremely well established that more industrial burying causes more water pollution."
"The reason Dairy NZ are denying the science is because they want to use Government subsidies on irrigation to expand their dairying"
"All the giant milk processing plants are fuelled by coal, the classic industrial fuel which is a classic industrial model."
And Mr Norman is confident the ASA's decision will remain in favour of Greenpeace.
"Dairy NZ would have to find find a way to overturn dozens and dozens of pair reviewed papers. Dairy NZ is used to getting their way. They just find it hard to believe that they aren't getting their way this time."
Dairy NZ is currently in the process of submitting their appeal to the ASA.