Ecostore is in hot water after a marketing stunt which has riled consumers.

The company yesterday announced a bottle recall on its social media but failed to explain it's because they're changing the way bottles are recycled.

It's caused an uproar from customers online who believed the products, which are used for cleaning and personal hygiene, were dangerous.

Auckland University marketing expert Bodo Lange told Heather du Plessis-Allan it's a disaster.

"What they've done is use a teaser campaign and tried to instill some excitement, but the problem is they've done it in a negative way, they've used this word 'product recall'."

He says Ecostore is a brand which presents itself as virtuous.

"They're trying to be sustainable and eco-friendly, so people buy them for various social reasons, so I think the adveristing campaign unfortunately worked against that."

In response to the flood of messages, Ecostore sought to clarify the situation by responding to comments to let customers know that the "recall" was a change to the brand's recycling strategy and that all products were safe.

"All ecostore products are completely safe, but we know there are always ways we can improve the impact our packaging has on the environment, which is why we are launching the Permanent Bottle Recall," they wrote.

• Ecostore slammed for 'permanent recall' marketing stunt

"Simply finish the product and hold on to your bottle. All information will be revealed this Wednesday."