Lance Armstrong has hit back at a Kiwi anti-doping expert who criticised the disgraced cyclist's visit to New Zealand.

Former Olympian Dave Gerrard, currently chairman of World Anti Doping Agency (WADA) therapeutic use exemption committee, questioned Lion Breweries' motivations for using Armstrong in their commercials.

"Lance Armstrong epitomises all that is bad about drug use in sport," Gerrard told Radio Sport yesterday. "He is clearly not the example and the role model that we want our kids to admire and emulate."

Gerrard said WADA had been trying to engage with Armstrong to learn about what was described by the United States Anti-Doping Agency as "the most sophisticated, professional and successful doping program that sport has ever seen", but the former cyclist had been of limited assistance.

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But Armstrong today contested that charge, saying on Twitter that he had fully participated with the Cycling Independent Reform Commission.

Armstrong won seven Tour De France titles but was subsequently stripped of all of them. The 45-year-old arrived in New Zealand on Sunday to film a series of commercials for Lion.

Gerrard, who emphasised he was airing his personal views and not speaking for WADA, didn't agree with those who advocated a 'forgive and forget' policy around Armstrong.

"I'm a little upset that people have forgotten what Armstrong stood for, what he did, the tens of thousands of public that he let down, the members of his entourage that he threatened and the athletes whose lives he has ruined - and he has never actually publicly apologised for any of that," said Gerrard.

"If he is really contrite, and really keen to set the record straight, he should be in there helping people to make sure this doesn't ever happen again."