Queenstown police are reviewing their social media procedures after a woman was wrongly accused on Facebook.
Police posted a video of a man shoplifting and stated Ginny Mitchell, who was also in the video was an associate of the man.
Area commander inspector Olaf Jensen said it was a mistake and he has since met with Ms Mitchell.
"We are currently speaking to our staff about their social media procedures and they are now aware how a mistake like this can affect an innocent person.
"Facebook is one of many of our social media policing tools, however from time to time, we do make mistakes and we humbly apologise to Ms Mitchell," said Inspector Jensen.
In a post on the Queenstown Police Facebook page, police said the woman in the original video who appeared to know the shoplifter wasn't involved and has been eliminated as a suspect.
Police said they have a few leads on who the shoplifting man could be.