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TV presented Marc Ellis has apologised for a publicity stunt in November that sent plumes of smoke from the summit of Rangitoto Island - at the same time as a plane with a banner advertising his new company flew over. People thinking they were witnessing a volcanic eruption called police and the Fire Service.
Ellis admitted the stunt was irresponsible.
It involved igniting a series of smoke flares and was undertaken without a permit. A Department of Conservation official said fire on Rangitoto could have had a devastating impact on the island's unique vegetation.
