Queenstown police have apologised to a woman wrongly implicated in a shoplifting incident in Frankton on Tuesday.
A video posted on the station's Facebook page the following day showed a man running from skateboard and snowboard equipment store Boardertown with eight ski jackets.
It also showed a woman in the store, and the post indicated she was a possible accomplice.
Area commander Inspector Olaf Jensen said in a media statement yesterday he had apologised in person to the woman wrongly implicated, Ginny Mitchell.
The station was reviewing its social media procedures, and staff were "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.''
An updated video shows only the man, and police want to hear from anyone who can identify him or may have seen him about 3.30pm on Tuesday.
The post says he also stole six vests from the Nu Dax store in Alexandra.
Witnesses saw him run to a white sedan containing two other people.
