Updated 2.51pm: A 16-year-old boy is dead after a hunting incident near Whakatane this morning.

Bay of Plenty Police District Command Centre's Sergeant Dennis Murphy says police were alerted to the incident around 8 eight o'clock.

"A 16 year old male was duck hunting, and while hunting a firearm was discharged. As a result of that he is now unfortunately deceased."

Whakatane CIB are investigating the death at Matata but are treating it as a hunting incident.

The boy was one of three teenagers duck shooting at Greig Road today.

He died at the scene.