DairyNZ has laid a complaint over a Greenpeace advertisement that says industrial dairy farming and massive irrigation schemes are polluting waterways.
The organisation - which offers advocacy, research and education services to the dairy industry - believed the minute-long ad, which has run on television and social media for a month, is factually incorrect and misleading.
The Advertising Standards Authority said it had received the complaint and will assess it.
Greenpeace spokesperson Genevieve Toop said she was interested to know what DairyNZ thought was incorrect.
"The parliamentary commissioner for the environment did a report a couple of years ago that made a clear link between industrial dairy farming and water pollution. That's essentially what we said in the ad."
Ms Toop said another complaint was made last month but the authority found no grounds to proceed.