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A New Zealand airport has imposed a novel regulation in the drop-off lane: a three minute 'hug time' limit.

The airport drop-off lane experience is often a chaotic one, where vehicles contend for limited curbside real estate to unload travelers and luggage and say their goodbyes. In an attempt to streamline the process, Dunedin Airport is warning visitors to keep embraces to three minutes or less.

The sign seen in a Facebook post reads, "Max hug time three minutes," with an illustration of a hug above additional instructions, "For fonder farewells please use the car park."

Dan De Bono, chief executive at Dunedin Airport appeared on Radio New Zealand (RNZ) to discuss the policy which he says "has caused quite a stir."

"We're trying to have fun with it," De Bono said, contrasting the strategy with other airport drop off lanes where he says, "The messaging could be quite intense. You know you're going to get fine, you're going to get clamped, you need to move the car."

"We're not here to tell people how long they should hug for," De Bono, who identifies as a "hugger" said. "It's more the message of please move on and provide space for others."

According to De Bono, the limit is enforced by staff politely asking extended-huggers to move on. "We're not going to call the hug police," he assured.

Dunedin Airport's car park offers free parking for the first fifteen minutes as an alternative to the rushed drop-off lane.

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