A poster calling for action against Evolution Mining's Puhipuhi project shows a flooded Brazilian river delta after a mining dam collapse, and likens it to the Kaipara Harbour.
The "Time for Action" poster, or panui, also makes an obscure reference to Hawke's Bay/Wairarapa iwi Ngati Kahungunu's rights to an underground aquifer.
But an Evolution Mining spokesman said the image on the poster did not relate to any of Evolution's activities - "and nor does the image appear to relate to gold mining".
The poster was put out by Ngati Hau Kuia Kaumatua and other members of the Action Co-ordination Group about a protest meeting on Sunday at Whakapara Marae.
But while the poster has been criticised for not sticking to the point, it represents the biggest modern-day call from Ngati Hau to all other Tai Tokerau hapu to join in protest action, said Tim Howard from MineWatch Northland.