Queenstown police have apologised to a woman wrongly accused of shoplifting on their Facebook page.

The mistake, which linked an innocent woman to a male shoplifter, has sparked a review of Queenstown police's social media procedures.

Inspector Olaf Jensen, has met with Ginny Mitchell, the victim of the wrongful association and has apologised in person.

"We are currently speaking to our staff about their social media procedures and they are now aware how a mistake like this can affect an innocent person," he said.

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"The staff later posted that the woman in the original video, who appeared to know the shoplifter, wasn't involved and has been eliminated in having any involvement in the incident.

"Facebook is one of many of our social media policing tools, however from time to time, we do make mistakes and we humbly apologise to Ms Mitchell."