She said the family were upset as they were receiving condolence messages.
He had just come out of surgery in Waikato Hospital and ''is very much breathing''.
The Rotorua Daily Post contacted the Police media team just after 10am and asked if the man had died. In a phone call, it was confirmed he had.
Shortly after 1pm, Police issued a correction regarding the crash. In a statement, police said the person seriously injured in the crash had not died.
A Police spokesperson said police sincerely apologised for any distress caused to the
man's family.
"We are working to determine how this error has occurred and ensure it does not happen again."
Police said they understood the man remained in hospital but did not have a status.
In response to whether the Waikato DHB played any role in the incorrect information being released to media, the police spokesperson said she could not speak on behalf of the DHB.
The spokesperson said local police staff were working to establish how the incorrect information was released.
Meanwhile, officers are appealing for any witnesses to the crash to come forward.
"Anyone who may have witnessed the crash or have any information that may assist Police is urged to contact Opotiki or Whakatane Police via 105."