ASB bank says it has had overwhelmingly positive feedback on its advertising campaign offering loans to couples who want fertility treatment.
The television ad, which is being considered by the Advertising Standards Authority, features a childless couple who struggle to conceive, until they get treatment funded by an ASB loan.
Critics argue the bank is taking advantage of desperate and vulnerable people.
The advertising watchdog says it has received seven complaints, largely expressing concern that fertility treatment is not an appropriate subject for an advertisement.
ASB general manager brand and marketing, Deborah Simpson, says the campaign is based on real stories and feedback has been positive.