A billboard erected by New Zealand beer company Tui after the country legalized same-sex marriage has been criticized as homophobic.

Tui billboards typically state something that is unlikely for anyone to say followed by the phrase, ‘Yeah, right!’ – meaning ‘as if anyone would ever say that!’

The billboard the company erected on the Hutt Motorway in Wellington following the legalization of same-sex marriage in New Zealand on April 17 reads ‘Dad’s new husband seems nice – Yeah, right!’

Tui has not addressed the controversy on its website or via its social media despite a number of customers leaving angry comments about the billboard on its Facebook page.

‘I have always had a good giggle at your billboards as I drive down the Hutt Motorway each morning, but I am pretty disgusted by the one I saw yesterday,’ wrote Sophie Lockwood, ‘Homophobia in this day and age? Really?’

‘What’s with the anti-gay signs Tui? They’re creepy and uncool,’ wrote Kay Gubbins, ‘I used to like your beer but I can find other brands that don’t offend me and my gay friends.’

However a Facebook page complaining about the billboard was deleted by its creator after it was inundated by supporters of the company and the billboard had some gay supporters too.

‘As a gay man who has fought for equality all my life, I cannot believe the stupidity of people getting upset by [this] billboard,’ wrote Deklan Martin.

‘To me it’s not anti-gay, if the billboard said "new wife" no one would raise an eyebrow, why should "new husband" be any different. Some people need to learn to chill!’

Tui marketing manager William Papesch later told Stuff.co.nz that the billboard had been intended to be topical but admitted that not everyone might have found it funny.

‘Given the duration of this campaign and the quantity of “Yeah Right” lines, occasionally there is the odd … line, which doesn’t hit the mark in generating a smile for all,’ Papesch said.

‘Our intention with the current Tui Yeah Right billboard “Dad’s new husband seems nice” was to highlight the common situation or uncertainty experienced when someone’s parent remarries.’

‘Given the recent passing of the Same Sex Marriage Bill in Parliament, this “Yeah Right” line is a topical spin at the age-old situation of a parent’s new partner.’

Papesch said the company had been using ‘Yeah Right’ billboards since 1994.