Gun City pulls billboard from outside Christchurch store showing children using firearms

A controversial Gun City billboard, showing children shooting targets, appears to have been removed from a prominent position outside the retailer's Christchurch store.

The billboard drew the ire of members of the public following Friday's mass shootings, which claimed the lives of 50 people at two Christchurch mosques.

Fronting media at a press conference on Monday, Tipple said he will be taking action to change the retailer's advertising showing children.

However, he later refused to answer a question about a particularly prominent sign, featuring children, outside Gun City's Cranford St store.

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"You have to understand that's a gun debate question and I'm not going to answer any more," Tipple said.

"What we are doing is legal and the majority of people have put in place the Government that set those laws and we are abiding by those laws, which enables us as citizens to peacefully enjoy legitimate activity."

But the billboard appeared to be gone on Monday afternoon.

Earlier in the day, Tipple refused to respond to Stuff's question asking for confirmation of the billboard's removal.

Tipple had previously kept quiet as outrage grew over the "mind-blowing" billboard still stationed outside his Cranford St shop.

Linwood GP Richard Griffiths called Stuff on Sunday to express his disgust after seeing the billboard had not been removed.

"It always blows my mind and it absolutely staggers me that a sign like that is allowed to be put out advertising guns with a couple of kids," he said.

City councillor Glenn Livingstone also urged Gun City to remove its advertising in Christchurch.

Tipple has confirmed 28-year-old Brenton Tarrant, the man accused of murder in relation to the terror attack, purchased four weapons from his store.

Tipple said he and his staff were "dismayed and disgusted" by Friday's attack

"We cannot comprehend how such despicable actions could be inflicted on those at prayer in a place of worship."