Dr Lance O'Sullivan has criticised Kaitaia residents for the "ridiculous" amount of people out in town during the COVID-19 lockdown.
Dr O'Sullivan was in the Northland town on Wednesday to set up a medical clinic when he filmed himself on the main street with cars constantly driving past.
"I'm just going to do a shout now and say this is not what lockdown is about. There's far too many people on the road, far too many cars. You know this is not a lockdown, this is a joke."
He said the nearest supermarket was over a kilometre away and while there were pharmacies on the street, people should only be going out for absolute essentials and limit their time outside.
"I know there are people here for medication and that's important but having said that I think we need to have a courier system and I might talk to the pharmacist about that because there is way, way too many people out."
He said he was frustrated and called for help from Prime Minister Jacinda Ardern, the Minister of Health and the Mayor of the Far North.
"It's not working here, okay. This is not working so we need to change this."
Wednesday is New Zealand's seventh day in lockdown where only essential businesses are allowed to remain open and people are only allowed to leave their houses for necessities.
Ardern said on Tuesday people need to stay home to stop the spread of COVID-19 and protect the country.
"I have seen, as you will have, reports of New Zealanders not following the rules of the lockdown. This group we can all rightly feel very frustrated with," she said during her coronavirus stand-up.
"I spoke with the Police Commissioner this morning who has confirmed police have all the resources they need. That includes the power to arrest and detain if needs be.
"No one wants that. So I ask that people follow the rules in the same way that the majority of New Zealanders are."
Police have set up a dedicated form for people to dob in anyone they see breaching lockdown. The form can be found at 105.police.govt.nz.
The Ministry of Health has also set up an email address at nhccselfisolation@health.govt.nz.
