Billboard company 'comfortable' with 'Feed Cops LSD' advert

The billboard.
The billboard. Photo credit: Supplied

An advertisement agency that installed a billboard in Auckland's North Shore saying "Feed Cops LSD" says it's "comfortable" with its intended message.

A photo of the electronic billboard was supplied to Newshub on Tuesday, saying it was located North Shore's Wairau Rd.

The company which installed the advert, Lumo Digital, said the advertiser, Neverland Zine magazine, explained the message before it was approved.

"Based on the explanation we asked from Neverland when creative was supplied, we were comfortable with Neverland's intended message," a spokesperson told Newshub.

Neverland claims the billboard relates to calls to change policing throughout the world, with police brutality coming under fire in recent months after the death in the US of George Floyd, an unarmed black man who died after a police officer knelt on his neck for nine minutes.

"Right now LSD, Psilocybin and MDMA are being used at the forefront of psychology treatments," a post on the magazine's Instagram page says.

"One of the main benefits of these compounds is ego dissolution and increased empathy.

"NEVERLAND believes that all authority figures worldwide from politicians to police would benefit from this treatment."

Newshub has contacted the Advertising Standards Authority for comment. 

A Neverland spokesman said it had received hundreds of messages of support about a "more empathetic approach to authority".

"This particular idea is in response to the global issue of policing, the violence we’ve witnessed and the swell of the Black Lives Matter movement in its wake," he said, adding the billboards were a non-profit project.