Murray McCully, the Minister responsible for the Rugby World Cup, has hinted that Andy Haden's role as World Cup ambassador could be over after his controversial comments about rape were made public today.

The former All Black has been slammed for his comments that some women "target sportsmen at their own peril".

At the same time, a client of his talent agency, Charlotte Dawson, said Mr Haden was "brave" to speak out about young women who, she said, did target sports stars.

Mr Haden made the comments on Sky Sport's show Deaker on Sport, hosted by Murray Deaker, on Wednesday.

He was talking about historic sex allegations against former All Black Robin Brooke made by two unnamed women.

"There's a bloke called Hugh Grant - he got into a bit of trouble like this and I think if the cheque bounces sometimes, they only realise that they've been raped, you know, sometimes," he said.

"These things have got two sides to them and I think you can get on the front foot.

"It's an equal society now, some of these girls are targeting rugby players and targeting sportsmen and they do so at their peril today, I think."

Mr McCully said Haden's role was to promote the World Cup, not provide a distraction.

"It is not possible to combine the roles of television rugby shock-jock and 2011 Ambassador. This is something I will discuss with Mr Haden quite soon," Mr McCully said this afternoon.

He said he had seen part, but not all, of the comments made by Haden on Deaker's television show.

Labour Party RWC spokesman Trevor Mallard said Haden should be removed immediately.

"He has already upset many people with his recent comments about darkies and racial quotas in rugby and he should have gone then."

Mr Mallard told NZPA he had known Haden for a long-time and considered him a friend.

"He's a bit like me, he's not diplomatic and he says what he thinks and sometimes, when you are representing New Zealand as an ambassador, you just can't do that - you've got to bite your tongue."

This was even more so the case when one's views were not mainstream, Mr Mallard said.

"I understand how he wants to support his mates, his former team-mates. It's a generational thing... I know how he gets there but he's wrong, just like he was wrong about the comment about Canterbury darkies."

But television personality Charlotte Dawson said Mr Haden's comments were brave and accurate.

Ms Dawson, who now lives in Australia, said there needed to be education for young women who sometimes drink and purposefully "target" sports stars.

"I've seen it for years around NRL in Australia and it is alarming," Ms Dawson said.

She said sports stars are being educated about alcohol and their responsibilities with fans.

"I was married to an athlete. I see it all the time. I see these women go after sports stars," Ms Dawson said.

She said it was responsible of Mr Haden to point out the problem.

"As a woman, and someone who was sexually assaulted herself, I feel quite happy to get on the record and say there does need to be an education system put in place so women know there are consequences for targeting sports people, especially around alcohol. I've seen it and I feel very passionate about it," she said.

She said her comments had nothing to do with the Brooke case but were made in general.

Rape victim advocate Louise Nicholas earlier today said Mr Haden had to go.

"Women don't go out looking to be raped," she said.

Ms Nicholas said sports stars - both men and women - needed to act responsibly in public, particularly when alcohol is involved.

She said with the Rugby World Cup being hosted by New Zealand next year, players needed to be educated and Haden's comments were not helpful.

"He needs to step down [as ambassador] and let someone else stand up," Ms Nicholas said.

Haden previously survived a sacking when he apologised for causing offence with his claim on Sky TV's Deaker on Sport programme that the Crusaders rugby franchise had race-based selection policies, which restricted recruiting to only three "darkies".

His comments at the time were strenuously denied by rugby union chiefs and the Maori Party called for him to resign.

Rape Crisis director Dr Kim McGregor said she would like to "have a conversation" with Haden.

"We have some issues to talk about," she said.

"Maybe he is not aware of the high rates of sexual violence and the fact that most rapists and sexual predators go free and are walking the streets because most sexual assault survivors blame themselves and don't report it."

She said only a minuscule amount of rape complaints turned out to be false and those that proved to be false could be weeded out by police early on.

Dr McGregor said New Zealand would be hosting a giant party in the form of the Rugby World Cup, and police, Rape Crisis and the Alcohol Advisory Council were working together to clarify its responsibilities as a host.

Haden has so far not returned phone calls.

- with NZPA