The Ministry of Health's 'stick it to hepatitis C' campaign has been ordered off-air because its content is too offensive.
Multiple complaints were made to the Advertising Standards Authority (ASA) over the ads - which showed people pulling the middle finger.
One little finger caused a stir and Health Aotearoa's national director Nick Chamberlain told Newshub the intention wasn't to offend.
"It was a friendly finger, and I'm sorry if anyone did [get offended] but the message and what we achieved with the ad is more important."
The 'stick it to hep C' campaign was launched by Associate Health Minister Ayesha Verrall two months ago.
It aimed to curb the country's high death rate from the disease, by encouraging people to get a simple finger prick test.
But the ads pulling the middle finger have now been pulled.
"We're modifying the ad and using different images," said Verrall.
The ASA received 19 complaints about the ads on TV and on billboards.
They ranged from people calling them "disgusting and vulgar" to "immoral and irresponsible" and the ASA agreed.
"Yeah disappointed, surprised, I thought it was a really good ad... punchy, to the point, really clear, really really important message," said Chamberlain.
But is it really that offensive? Newshub asked Kiwis.
"It's pretty harmless, doesn't do anything... it's just the finger," said one.
"Not something I want my children to see that's for sure," said another.
And while the Minister didn't find it offensive, she said: "We have to respect the ASA's ruling but we will continue to tell New Zealanders to stick it to hep."
This time, replacing the middle finger with the more modest thumbs up.
