A Dunedin shop has apologised for using a hoax World Cup logo on its website depicting an armed figure aiming a gun at another man.
Stirling Sports Dunedin franchise owner Russell Fowler, who also operates the company's website nationally, said the offending image was mistakenly uploaded by a staff member on Monday night.
"It was an honest mistake and we have learned from it, and put in place procedures to ensure it does not happen again," Mr Fowler said.
The image, which was posted without checking the image it contained, was removed the following morning after the company received "five phonecalls in five minutes" , he said.
The hoax World Cup logo features an armed silhouetted man chasing another man and was criticised by a Fifa spokesman as being an insult to the host South Africa.
Mr Fowler said he understood Fifa's concern, but reiterated the matter was an honest mistake and would not happen again.
