LATEST: All Blacks sponsor Telecom has scrapped the contentious "Backing Black" abstinence campaign amid international ridicule.

The campaign called on All Black fans to abstain from sex during the Rugby World Cup. Those who sign up were to be offered black rubber rings to show their support.

It was to have been fronted by former All Blacks captain Sean Fitzpatrick, with coach Graham Henry having earlier been considered to front the campaign.

The telco's retail boss Alan Gourdie, in a leaked email to staff, said it would not be proceeding with the campaign.

"It's been a torrid 24 hours in the glare of public spotlight, as well as in that of our own team's views and opinions. Nothing like a full and frank exchange of views!"

Before the campgain kicked off, it became obvious to all that Telecom misjudged public opinion, he said.

"This is a reminder that New Zealanders' passion for the All Blacks should never be taken lightly.

"All of us here at Telecom are as passionate as anybody. What the Telecom team thinks is very, very important to me and even if our people were split 50:50 for and against, that's still half of our workmates who weren't happy with it.

"That's not enough for me, and I give you all my personal apology for the angst or embarrassment this has caused."

Gourdie said Telecom was still an avid supporter of the All Blacks and it would continue to support for the team.