Firefighters in the Far North are urging their communities to take the current fire prohibition more seriously.
Northland has been covered by a prohibited fire season since the beginning of the year, but people across the Far North have been constantly fighting fires, with little sign of slowing down.
Principal Rural Fire Officer Myles Taylor said Fire and Emergency New Zealand crews had responded to more than 100 preventable fires in the Far North since the prohibited season was announced.
"When the region is tinder dry, small fires can easily become out of control, and our crews are regularly being called to fires that should never have been lit in the first place," he said.
"In particular we're heading to out-of-control rubbish fires. It seems like some in our communities are choosing to blatantly ignore the risks."