Popular T-shirt brand Mr Vintage has apologised after a picture of a baby with a penis drawn on its face was posted on the company's Facebook page.
The offending snap was uploaded on Thursday afternoon but was hauled down within hours after outraged people objected.
"In this case we got it very wrong and apologised to those who took offence," Rob Ewan, boss of Auckland-based Mr Vintage, said.
Furious Niki Bailey posted: "I have to admit that I thought it was in really bad taste. My daughter was standing beside me when it came up. Bad call Mr Vintage. It takes quite a bit, but you really disgusted me."
Ewan said he would not be taking action against the employee responsible but he had since told staff that nothing like the incident could happen again.