Warner Brothers has issued Maori Television with a cease and desist order, after the local broadcaster targeted The Bachelor in a recent advertising campaign.
The campaign for a new local series Game of Bros featured a tagline "Lover Boy vs Lavalava Boy" and was deliberately placed next to billboards and online advertisements for The Bachelor.
Warner Bros, which owns the international licence to The Bachelor, has taken issue with the campaign.
Maori Television's Mike Rehu says the campaign was to be expected from a small, challenger brand.
"Our marketing budget simply doesn't compare to other networks so we have to be creative and try new things to reach audiences," he said in a statement.
"We regard the Lover Boy vs Lavalava Boy campaign as a bit of harmless fun aimed at getting viewers to tune into Game of Bros. We didn't for one minute think we would ruffle the feathers of one of the largest media companies in the world."
Game of Bros will premiere next Thursday at 8pm on Maori Television.
The moment you've all been waiting for.... Meet the Bro's! Game Of Bros 2016!!!"Who will be the Ultimate Island Warrior?"Hitting your screens March 17 on Maori TV #SaveTheDatePosted by Game Of Bros on Sunday, 10 January 2016