Trade Me has pulled the controversial ''It's Okay To Be White' stickers and T-shirts after a widespread public backlash.

The seller claimed the items were a way of counter-signalling "anti-white bigots" - but the Human Rights Commission (HRC) disagreed, saying they conveyed a message of "intolerance, racism and division".

At the time, Trade Me told Newshub it would allow the listings to remain on its site as they do not breach its rules.

"Items which marginalise individuals or promote one race at the cost of another cannot be sold onsite," said head of trust and safety George Hiotakis.

"While we know there is some debate about this slogan, we don't think these items cross that line."