Telecom's chief executive Paul Reynolds says the cancelled Rugby World Cup "no-sex" campaign was an idea in development, and he had not given it final approval.
"The Abstain for the Game idea was never launched and hadn't finished any development. It was leaked," Dr Reynolds said yesterday.
"I had not seen the final ideas nor the research we were conducting on it. What we're talking about here is a leak, not a campaign," he said.
It had previously been reported that the campaign was due to start next week.
Asked by the Weekend Herald if he would have abstained for the All Blacks, Dr Reynolds replied:
