The chief executive of a charity responsible for controversial Anzac-branded merchandise that has been banned from sale has hit back at social media "snipers", saying the centenary commemorations of the Gallipoli landings are being "bogged down in negativity".

In the face of the backlash over merchandising, Chris Fox, the chief executive of Camp Gallipoli, has defended his not-for-profit organisation as one that is educating young Australians about mateship and the legacy of Anzac Day at a series of camps.

Three Anzac branded items from a range developed by Camp Gallipoli have been pulled from shelves at Target after Minister for Veterans Affairs Michael Ronaldson deemed they had breached conditions of a permit the organisation has to sell the merchandise.

Mr Fox said all profits from the merchandise were being donated to the Returned Services League of Australia and Legacy.

He said of the 50 or so items Camp Gallipoli had developed, three had been deemed inappropriate – a beanie, a hoodie and a drink holder – and the organisation had immediately pulled them from sale.

"What worries us is I think all of Australia should be focusing on legacy and the spirit of mateship," he said.

"If people are getting off their backsides to commemorate this legacy let's leave the snipers at Anzac Cove and not let social media attack this.

"The big thing we're all incredibly positive about is Camp Gallipoli is about an inclusive response to the centenary and educating all of Australia and not just on the sacrifice and the history.

"If there's a legacy from Anzac Cove it's mateship – that 20 nations fought side by side and dug deep and that's what we're trying to promote."

The comments come days after a disastrous Anzac advertising campaign by Woolworths caused an outcry.

The government demanded Woolworths pull its campaign because it was not authorised to use the word Anzac.

Mr Fox said it is "really pissing me off" that stories leading up to the commemoration were being dominated by controversy.

"It's getting bogged down in negativity," he said.

A spokesman for Senator Ronaldson said the government had approved Camp Gallipoli to use the word Anzac based on its aims to educate young people about the Anzac legacy and "strong support for the initiative from ex-service organisations".

"Since then, the organisers of Camp Gallipoli have sought to support their activities through the sale of Camp Gallipoli themed merchandise," he said.

"The minister was concerned to ensure that the merchandise was appropriate and revoked Camp Gallipoli's initial permit to use the word 'Anzac' and reinstated a new permit with strict conditions surrounding the sale of selected items of merchandise.

"Regrettably, we have become aware of instances where merchandise has been offered for sale in breach of this permit."

He said Camp Gallipoli had been ordered to take "all steps required" to pull the merchandise from sale and retailers had been asked to remove the banned items from shelves.

"We are grateful that retailers have acted quickly in responding to this request," the spokesman said.

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