Dairy NZ will not appeal against a decision by the advertising watchdog over a television advertisement that blamed the sector for water pollution.
The Advertising Standards Authority received 12 complaints about the Greenpeace advert, saying it was misleading and put all blame for the country's polluted waterways on the dairy industry.
The Authority dismissed the complaints last month.
At the time, Dairy NZ said it planned to appeal against the decision, but it said it had now decided against doing so.
Chief executive Tim Mackle said appealing would have only increased talk around Greenpeace's ad and its message.
Greenpeace said it was pleased there would not be an appeal.