Rotorua Elder Shocked by Use of Image in Anti-Māori Campaign

Ellen Tamati, a respected kuia from Rotorua, was taken aback to discover that her image had been used by Hobson’s Pledge in an anti-Māori wards campaign. The billboards, featuring her likeness alongside the slogan “My mana doesn’t need a mandate – vote no to Māori wards,” were displayed across New Zealand, prompting her to express her devastation after being alerted by her mokopuna early on the morning of March 15, 2024.

Tamati, a member of Ngāti Pikiao, Ngāti Whakaue, Ngāti Rongomai, and Ngāti Tawhaki, stated, “I’m lost for words, that’s not me, that is not me.” The message conveyed on the billboards misrepresents her beliefs, as she emphasized the importance of the mana associated with Māori wards, saying, “The mana is everything in those Māori wards and we need it.”

Community Outrage and Legal Concerns

Anahera Parata, Tamati’s granddaughter, expressed her outrage at her grandmother being misrepresented. “All my life, I have only ever known Nan to be pro-Māori, a very staunch supporter of Te Pāti Māori, everything Māori,” she said. Parata added that the use of Tamati’s image in this context is damaging not only to her grandmother but also to their iwi, stating, “I can’t imagine being Nan having to face our iwi when her face is being plastered over billboards supporting a message that none of us believe in.” She concluded with a strong sentiment, “You picked the wrong whānau.” As of 10:45 a.m. on the same day, the Advertising Standards Authority had received over 30 complaints regarding the campaign.

The image of Tamati was originally captured by Australian photographer Rafael Ben Ari during Waitangi Day celebrations. The photograph, listed on stock image sites iStock and Shutterstock, was purchased by Hobson’s Pledge, which claimed it had secured the rights for public use. Don Brash, leader of Hobson’s Pledge, defended the campaign, stating they believed it was “fair to use” the image and that all necessary rights had been obtained. Yet, Tamati clarified that she had not given consent for her image to be used in this manner.

Response from Hobson’s Pledge

In response to the backlash, Brash indicated to RNZ that the organization was saddened to learn of the distress caused by the billboard. He mentioned that instructions had been given to remove the billboards promptly. “I think it is taking place, may have already taken place,” he said, emphasizing that they do not wish to engage in anti-Māori campaigns. Brash maintained that their intent was to spark discussions about democratic fairness and equal voting rights for all New Zealanders. He added that engagement with some Māori who oppose Māori wards was forthcoming and that they had not intended to feature anyone on billboards without consent.

As the controversy unfolds, Tamati expressed a desire for direct communication with Hobson’s Pledge. “Come and see me,” she directed, while noting, “but the damage has been done.” The incident highlights the broader implications of using personal imagery in political campaigns and raises questions about consent and representation within Māori communities.