Wellington - A row broke out in New Zealand on Wednesday over how best to mark Mother's Day, which is being celebrated in the country on Sunday - call her on the telephone or send a card?

Cameron Brewer, who heads a retail business group in Auckland's main shopping area at suburban Newmarket, accused the New Zealand Post of "emotional blackmail" in sponsoring radio commercials that say sending a card shows that one cares while making a phone call only indicates one has remembered the day.

"We are one of the most commercial organisations in the country, yet we would never humiliate people who make the effort to telephone their mother on Mother's Day," he said.

"The advertising is very poor taste, particularly given NZ Post is a state-owned enterprise owned by Mum and Dad taxpayers."

He said Mother's Day was one of the biggest events in the retail calendar. "However, it's very important that we don't try to emotionally blackmail people who chose to mark the occasion by telephoning, e-mailing, or visiting their mothers.

"After all it is the thought that counts, and for many mothers including my own, a phone call may be all that they want." (dpa)