Dunedin Police have identified the child and family thought by a retail assistant to be missing British girl Madeleine McCann. She is not the missing British girl.
Acting Southern Police District Commander Inspector Dave Campbell said police will not name the family or provide any details of their identity.
"We ask that media outlets remove the image portraying the child and family from their coverage including websites to protect the privacy of the family.
"New Zealand Police are mindful of the stress on the McCann family from possible sightings of their daughter worldwide," Inspector Campbell said.
Police are making no further comment at this time.