"I am so offended at the violent and pornographic way this is shown, the copywriting which is offensive, and the positioning of this in a place that is full of families and teenagers," Ms Parker told the authority.
"I've never complained this way before but my 11 and 13 year-old girls commented that with all the gun violence on the news how are they allowed to sell guns in New Zealand?" Ms Parker said.
Airsoft Gun Centre told the authority the ad was for an activity similar to paintball and involved only replica guns.
"There is a small group of people who don't have prior knowledge about Airsoft as such, we do receive anti-gun people in the store time to time. But after explanation about what it is and what we do, they seem to be ok with it," Airsoft Gun Centre told the authority.
The company said it agreed the billboard was somewhat provocative but shot down any suggestion the ad encouraged bloodshed.
The gun shop said: "Just because there are guns in the picture, if someone connects guns with violence then it is their personal issues [sic]."
The majority of the Advertising Standards Authority's complaints board said the ad was highly sexualised, especially when read with the statement "come feel, touch, shoot and take it home with you."
The majority decision said the ad "used sexual appeal to draw attention to an unrelated product."
But the majority said the billboard did not incite violence, and although "provocative", was not outrageous enough to cause serious offence to most people.
A minority of the authority's complaints board members said the ad was not provocative or overly sexualised -- and was "no different" to a poster for an action film.
The minority also said the image was over the top and "hyperbolic" but not overtly sexual.
The complaint was partially upheld and the authority said the ad should be removed. Airsoft said it had already taken the billboard down.
