The Prime Minister is defending the country's clean green tourism image, arguing the 100% Pure slogan doesn't have to be 100% correct.
John Key is challenging the academics that have criticised the country's slogan saying it's not an accurate reflection of New Zealand's environmental state.
He says 100% Pure is a marketing campaign, like "McDonald's; I'm Loving It"
Mr Key is fairly sure that's not the case for everyone, all the time, when they're eating McDonalds.
He contends it's the same with 100% Pure.
Labour leader David Shearer says the Prime Minister isn't taking the environmental situation seriously.
"I thought that was really unfortunate.
"We have to work much harder in getting our 100% Pure really 100% pure rather than looking at McDonald's and saying 'gosh, it's something like McDonald's rather than 100% Pure.'
"We have to work harder on our environment."
Photo: Getty Images