Telecom is scrapping its ad campaign encouraging Kiwis to give up sex to support the All Blacks during the Rugby World Cup.
Telecom staff have been informed of the decision this morning and a formal announcement is expected later today, ONE News has been told.
The "Abstain for the game" campaign had been set to start at the end of next week.
The campaign involved a video fronted by former All Blacks captain Sean Fitzpatrick.
Participants were to have received black rubber finger-rings to show they back the All Blacks in the World Cup.
Despite the idea being criticised, Telecom's marketing director Kieran Cooney told TV ONE's Close Up last night that the company was standing by the campaign which was to have run with the slogan "Touch, pause and don't engage".
The initial concept reportedly included plans for signs above urinals reading "Think of your mum in a bikini - Abstain for the All Blacks" but these were later dropped.
Cooney said yesterday the point of the campaign was "to try and find a way to get the fans to rally in behind the All Blacks in a fun way".
To read some of the reaction to the campaign, check out the messageboard below.