Rotorua Mayor Criticizes Use of Image by Hobson’s Pledge

Rotorua Mayor Tania Tapsell has publicly condemned Hobson’s Pledge for using her image without authorization in a social media post that criticized Māori wards. The post not only featured her image but also included quotes from Tapsell that she claims were misrepresented to suggest her support for the political lobby group’s agenda.

In a statement on Facebook, Tapsell asserted, “You do not have my permission to use my image or comments to mislead the public that I support your campaign.” The quotes used in the post were taken from separate instances in May 2021 and October 2022, raising concerns about their context and presentation.

The image in question was sourced from NZME, the publisher of the Rotorua Daily Post. Following Tapsell’s complaint, NZME requested Hobson’s Pledge to remove the image, which they subsequently did. However, the organization later reposted the same quotes alongside a different image of Tapsell from the Rotorua Lakes Council website. In this instance, Hobson’s Pledge accused Tapsell of using copyright claims to evade a “difficult” conversation.

Tapsell expressed her surprise and dismay at discovering her image was being employed by the organization. “I’ve never been associated with, and don’t ever intend to be associated with, Hobson’s Pledge,” she stated in an interview with Local Democracy Reporting. She emphasized that her views on Māori wards are specific to Rotorua, reflecting her position as the area’s first Māori female mayor.

While acknowledging the need for Māori wards in other regions, Tapsell noted her concerns about their practical implementation in Rotorua. She stated, “We’ve been so lucky here in Rotorua that we’ve often had at least 40 percent of the council being of Māori descent.” Tapsell supports the retention of existing Māori wards and advocates for future representation reviews to shape the council effectively.

In response to the controversy, Don Brash, leader of Hobson’s Pledge, defended the organization’s actions, claiming it was “not prepared” to alter the posts. He admitted that Hobson’s Pledge did not seek permission from either Tapsell or NZME before using the photo and did not confirm whether she stood by the quotes attributed to her. “We can’t help that,” Brash remarked when questioned about the potential misalignment of Tapsell with Hobson’s Pledge. He maintained that the quotes accurately reflected Tapsell’s opposition to Māori wards.

This incident marks the second instance in recent weeks where Hobson’s Pledge has faced scrutiny over its use of imagery. In August 2023, the organization faced backlash for using a photo of Rotorua resident Ellen Tamati in a nationwide campaign, leading to dozens of complaints to the Advertising Standards Authority. Following the uproar, Hobson’s Pledge removed the offending billboards and offered an apology.

Brash mentioned that while Hobson’s Pledge typically sources images from recognized photography sites, the initial use of Tapsell’s image was believed to be legitimate, but it was changed after concerns were raised. “We are not the least bit concerned that we did anything inappropriate,” he asserted.

Tapsell indicated that she would not pursue her complaint further, feeling that engaging with Hobson’s Pledge would not be productive. Looking ahead, a binding poll regarding Rotorua’s three-seat Māori ward will coincide with the upcoming elections for mayor, councillors, and community boards in October. Tapsell is running for re-election as mayor.

Across New Zealand, referendums on Māori wards will take place in 42 councils—37 local and five regional—reflecting a significant moment in the ongoing discussion about representation and governance for Māori communities.