The Advertising Standards Authority has chucked out a claim of racism, saying the mispronunciation of Maori words in a supermarket ad was not racist enough to cause ''widespread offence''.

The ASA received a number of complaints relating to a Pak'nSave advertisement aired on television in May promoting Kiwi Kai Week.

The advertisement depicts the supermarket chain's stick man as a tour guide giving international tourists a guide of the supermarket in a stereotypical Pakeha accent - mispronouncing ''Kia Ora'' and ''Maori''.

''If you look to the left there, you'll see the kumara, the potato's Maori cousin,'' the stick man says.

One complainant said the ad's ''racist overtones'' referring to the kumara as the potato's ''Maori cousin'' and the use of Japanese language at the end of the ad were offensive.

Other complainants shared similar views, finding the pronunciation of the word "Maori" offensive. They also said its use was demeaning of Maori cultural heritage.

Kell Parker took to the Pak'nSave Kaitaia Facebook page to show her disgust in the kumara and potato gag.

''im (sic) sure it was meant to be fun but its (sic) offensive,'' she posted.

But the complaints were not enough for authority chair Jenny Robson who acknowledged complainants had been offended, but said the elements of the ad perceived as offensive ''did not reach the threshold to cause serious or widespread offence".

"Humour and satire are natural and accepted features of the relationship between individuals and groups within the community," she said.

"Humour and satirical treatment of people and groups of people is acceptable, provided that, taking into account generally prevailing community standards, the portrayal is not likely to cause serious of widespread offense, hostility, contempt, abuse or ridicule.''

It is not the first time Pak'nSave has been called out for offensive advertising. The supermarket chain was dragged over the coals by vegetarians earlier in the year over a controversial Meat Week advertisement.