Parents recoil at "syringe" promotion for Hell Pizza

No strangers to courting controversy, as you may recall Hell Pizza did the famous George W Bush posters that stated "Even Hell has standards", these billboards attracted worldwide attention as even Spiegel Online published the news (kindly asking to use our images for their article).
Then when Osama Bin Laden was killed, Hell Pizza ran a timely ad in the Herald with the line "Come in, Osama, we’ve been expecting you".
Now they're giving away free syringes as a prize. Except of course they're not syringes, they're pens and wouldn't hurt anyone unless that whole mightier than the sword thing is to be taken literally. The syringe-pens carry the line: "Hell, creating addicts since 1996".Stuff.co.nz reports that parents were shocked by the realistic blood-filled syringe-pen prize.

"It's a shocker of a prize. It looks like it's full of blood. I was completely shocked. They must think drug taking is cool."
Joel's father, Dave Crampton, said he was surprised the syringe-shaped pen was given out to a child.
"I can see the funny side, it is quite clever, but I don't think he'll be taking the pen to class when school starts next week."