A video showing a possum being punched so hard that it's sent flying through the air is clearly a case of animal cruelty - not pest control, animal welfare group SAFE says.

The video shows a young man approaching the possum, which is perched on a fence post on a farm in Kurow in the South Island's Waitaki District, north east of Oamaru.

He then winds up and punches the possum in the face as hard as he can, sending it flying into the air.

It is understood the farm is overrun by possums.

After having more than 71 comments posted under the video on its Facebook page, radio talkback show The Country is set to debate is now on air debating whether the video showcases animal cruelty or is simply a case of pest control.

But SAFE campaigns manager Marianne Macdonald said while possums were an introduced species they still needed to be treated with respect.

While "there are calls for possum numbers to be controlled, these are sentient creatures - able to feel pain and distress, just like beloved cats and dogs at home," she said.

"They need to be treated with respect, not violence."

"Also, the humour from those witnessing this act demonstrates a toxic attitude towards animals, that is sadly very prevalent in some parts of our society and needs to be widely condemned."

Considered a pest, possums have a major impact on New Zealand's natural ecosystems.

Having prospered since being introduced from Australia, their population has exploded with predators, such as feral cats, having little effect in controlling their numbers, the Department of Conservation says.

While leaves remain the main part of their diet, possums are opportunistic omnivores, often competing with native birds and reptiles for other foods, such as fruit, berries and nectar.

"In 1993, possums were filmed eating the eggs and chicks of kōkako and this evidence changed many people's views of their threat to wildlife," DOC said.

"They eat invertebrates, including weta, and are significant predators of New Zealand land snails such as Powelliphanta.

"They often occupy holes in tree trunks for their nests which would otherwise be used by nesting birds such as kākāriki and saddlebacks."

Dairy and deer farmers are also concerned at possums' ability to spread bovine tuberculosis.

"The value of economic loss in primary production for damage and control of possums is in the tens of millions," it said.