A personalised plate listed for sale on Trade Me has brought out the ugly side of social networking, attracting an enormous number of racist and offensive comments.

Small-time internet trader Bruce Haliday listed the licence plate "Maori" four days ago for $99,000 and, by last night, the auction had almost 16,000 views and screeds of comments, many of them blatantly racist.

Mr Haliday said he had never expected that kind of reaction to the listing and that the comments were a window into society that was not often seen close up.

The mildest included: "Any maori that can afford this plate stole the monie" and "Maybe donate half the money to a charity to help prevent maoris throwing their babies into walls?"

As of yesterday afternoon, there had been four complaints made about the comments on the Auckland listing, according to Trade Me spokesman Paul Ford.

"The seller is doing an awesome job of navigating the comments. It is one of those interesting ones that is an insight into how people tick."

Trade Me would not step in unless the seller asked for help.

Maori Party co-leader Pita Sharples said the comments represented one of the worst elements in society – that people felt they could publish their prejudice without regard of the hurt to others.

"This is the dark side of social networking, where people can hide on Trade Me and Facebook and be anonymous while making remarks hurtful to others."

Mr Haliday has answered dozens of negative comments but said he was still very hopeful of selling the plate. He did not think the price was too high. "My plate is by no means the most expensive. Yet I think it is the most valuable. I bought this plate because I saw value where others didn't and I am trying to sell it for what I believe it is worth."

Other personalised plates listed on Trade Me include "Trubo", with a buy-now price of $314,159, and "Trucky", with a buy-now price of $300,000.

Broadcaster and former MP Willie Jackson said he would not be lining up to place a bid as he did not need a bumper plate to remind himself of who he was.

There had been no bids by last night. The listing closes on August 9.