Auckland Transport has been forced to scale back its 'bus to the mall' campaign after facing pushback from local business owners.

The campaign included a singing bus stop in Newmarket - but more controversially, billsticker posters placed throughout Auckland’s small retail villages.

Karangahape Road business owner Muy Chhour says this campaign is a 'kick in the guts' to local business owners in Auckland.

"It's not good at all - it tarnishes the relationships with business districts and Auckland Transport. It takes away the customers from local businesses and takes them to the mall."

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