A cartoon published in a New Zealand newspaper has drawn criticism for making fun of the measles epidemic in Samoa which has taken over 50 lives to date.

The Otago Daily Times printed a cartoon by artist Garrick Tremain showing two women existing a travel agency, with the caption: I asked “What are the least popular spots at the moment?”, she said: “The ones people are picking up in Samoa.”

The newspaper has since received a barrage of criticism on social media calling the cartoon “heartless”, “appalling”, and “distasteful”.

Daniel Leo, CEO of independent rugby players association Pacific Rugby Welfare, condemned the cartoon on Twitter.

He said: “While we bury our friends and [family], a NZ publication Otago Daily Times decide printing jokes about the measles epidemic which has already killed 58 in Samoa is OK?

“Terrible taste and worthy of boycotting them please people,” he added.

According to the government of Samoa, the death toll has reached 55 since the outbreak started early October. 50 of those deaths are of children under the age of four.

The Ministry of Health confirmed a total of 3,881 measles cases had been reported, with a mass vaccination campaign being launched in November.

New Zealand Human Rights Commission’s race relations commissioner Meng Foon also weighed in on the issue, calling it a “slap in the face to grieving families”.

He said: “I am very embarrassed that this cartoon originated in New Zealand. It is severely out of touch with the international community who are standing in solidarity by providing help with the medical effort in Samoa.

“And while people all over the world express their sympathy and concern for the rising death toll, this cartoon only seems to be interested in a divisive and cheap laugh.”

Samoa declared a state of emergency on Tuesday, prohibiting travel on the roads and between the islands of Upolu and Savaii.

Businesses normally open to the public have been ordered to close on Thursday and Friday, and members of the public have been instructed to wait at home for mobile vaccination units to arrive as part of the mass vaccination campaign.

Barry Stewart, editor of the Otago Daily Times, has issued an apology on behalf of the newspaper.

He said publishing the cartoon despite the many stories that have been published about the "human suffering caused by the outbreak" was a “deeply regrettable error in judgement”.

“The content and the timing of the cartoon were insensitive, and we apologise without reservation for publishing it.