The labels on Dick Smith supermarket products have been heralded as “heraldic graffiti” by the Ausflag association, sparking an enormous row.

The packaging for Dick Smith’s produce shows an image of Smith’s face imposed on the centre of the national flag, something which Ausflag spokesman Harold Scruby believes contravenes governmental guidelines and pose an affront to people who have fought and died under the flag.

Smith commented that if the image was illegal, he would willingly remove it. Until then, he argues that Scruby’s opposition is a political stunt.