UPDATED 3pm: The pedestrian involved in an incident on Cameron Road this afternoon was not hit by a vehicle, according to a St John Ambulance spokesperson.

The emergency services originally reported that a person had been struck in moving traffic, however the spokesperson says: "She fell over as the car stopped in front of her."

The pedestrian is treated on Cameron Road. Photo: Ross Brown/Visionmedia.

The pedestrian is believed to be a 90-year-old woman who was trying to cross the road.

Western Bay of Plenty road policing manager senior sergeant Ian Campion has confirmed this, saying: "Apparently she walked across one lane and was about to walk across the second land when a vehicle screeched to a halt and tooted their horn.

"She got a bit of a start, put her hands in front of her and looked up before falling backwards.

"It looks like she received a small gash to the back of her head."

Earlier:

Emergency services are in attendance on Cameron Road where a pedestrian appears to have been hit by a vehicle.

The condition of the person involved is unknown at this stage as St John staff treat the patient on the road.

The incident happened opposite Tauranga Primary School.

It is understood that traffic was backed up down to 9th Avenue with only one lane in use, but a reporter at the scene advises that the congestion is starting to clear.

We'll bring you more information as it becomes available.

Police question people at the scene. Photo: Andrew Campbell.