Top Model contender Rosanagh Wypych is still in the running for this week's final despite posting pictures depicting alcohol use and what appears to be drugs on Facebook.
Several photos on her page showed Rosanagh with friends who were drinking alcohol, while one photo showed the 17-year-old looking on while another girl holds what may be cannabis.
In response to the comment: "great look for a top model'', Rosanagh replied: "not me smoking it''.
The pictures are available to her 3800 Facebook friends and anyone with a mutual friend.
TV3 said it would not comment on a private Facebook page but Mediaworks spokeswoman Rachel Lorimer said the network "takes its responsibilities towards younger viewers seriously'' and did not condone illegal behaviour.
The network wouldn't answer questions about whether the models were given guidance on how to behave in public or online forums.
A parent contacted Hawke's Bay Today about the photos yesterday after her 11-year-old daughter "friended'' Rosanagh on Facebook.
"Given she's quite a role model for Hawke's Bay, I would have thought TV3 would have given her some guidance on how to manage Facebook,'' she said.
The mother said many of her daughter's primary school friends had also sent friend requests to Rosanagh and been accepted.
"I think she's done very well and that's fantastic but I'm a little bit concerned that she's quite publicly showing this alcohol culture, and she's young.''
Rosanagh's father, Tony Wypych, said he couldn't comment on what people thought of his daughter's Facebook page.
"It's a kids' thing. I've never been on Facebook, never had a look.''
But Mr Wypych did defend his daughter regarding revelations she did not disclose convictions for driving while disqualified and giving false details to police.
Rosanagh admitted to a drink-driving conviction earlier this year.
Mr Wypych said the parent who alerted media to the convictions must have had some sort of grudge.
His daughter had "been a little bit naughty" but was kind and stuck up for others.
TV3 says Rosanagh is a finalist in the show that will screen live on Friday night.