Jeremy Wells' was accused of racism after his satirical impersonation of Mike Hosking.

Radio Hauraki has been rapped over the knuckles after a Mike Hosking impersonation by DJ Jeremy Wells was labelled racist by some listeners.

The radio station apologised after Wells' appearance on the Hauraki Breakfast show on May 15, presenting a segment called Like Mike.

Wells, in character as broadcaster Hosking, said he preferred "Maoris to keep to themselves in marae, rural rugby clubs or on-stage cultural performances in Rotorua hotels coinciding with a hangi buffet".

Broadcaster Mike Hosking presents Newstalk ZB's morning show.

"Maoris are loose units. They're often tattooed. The women smoke too much and are free and easy with their affections.

"The world's media are watching us this week. As right-thinking New Zealanders we should be asking: is this the image we want to convey to the world?"

The act drew hundreds of comments on the station's Facebook page; many expressed outrage, although others said the item was clearly satire and shouldn't be taken seriously.

Areti Metuamate, a PhD student in Pacific Studies at the Australian National University, said it didn't matter that the comments were satire - they were still deeply offensive to anyone who had experienced racism.

"If you're a regular listener you might realise that it had this particular slant. You post it to Facebook and it's taken out of context. People might not realise that it's satire.

"Anyone who's been subjected to this abuse, which I have . . . would not find it funny. You go find someone out there who puts up with discrimination because of their heritage or their sexual orientation, they won't find it funny.

"I think he's lost a lot of respect from Maori.

"Good on you wealthy privileged Pakeha saying that on your radio station. You must think it's funny because you're sitting in your highly paid radio station job."

The segment aired on May 15. This week, the station issued an apology of sorts.

"Hi folks, we hear you on the latest Jeremy Wells Like Mike rant, this was meant to be satirical as all his 'rants' are. Sorry if we offended you guys, it was not designed to tip anyone over the edge."

Race Relations Commissioner Dame Susan Devoy was not impressed.

"Sometimes when satirists try to be clever, funny and edgy they fall flat. Regardless of the intention many people were offended by this and it clearly missed its mark," she said.

Hosking often expounds his Right-wing views on his Newstalk ZB show and as host of Seven Sharp. His opinions have inspired several parodies, including the "Perfect Mike Hosking" Twitter account.

Radio Hauraki content director David Ridler said the Like Mike segment was attempting to satirise conservative Pakeha perceptions around Maori stereotypes.

The segment is a series of parodies that satirise current events in New Zealand. It has been running for 10 months in a weekly slot on the Hauraki Breakfast show.

"It is common for satirical pieces to push the boundaries and certainly this one did. We are sorry if it made some people uncomfortable," Ridler said.