NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Entertainment

Max Key's cigarette snap stokes social media outrage

Chris Schulz
By Chris Schulz
NZ Herald·
8 Jun, 2016 09:00 AM3 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Max Key holds a cigarette in the photo published in today's Remix Magazine. Photo/Monty Adams

Max Key holds a cigarette in the photo published in today's Remix Magazine. Photo/Monty Adams

Max Key has been photographed in his underwear holding an unlit cigarette, just weeks after his father, Prime Minister John Key, announced tough new anti-smoking plans.

The photo of Key with a cigarette appears in today's edition of Remix Magazine, alongside an indepth interview with Key, 21.

Read more: href="http://www.nzherald.co.nz/entertainment/news/article.cfm?c_id=1501119&objectid=11652412" target="_blank">Max Key: 'Know me before you judge me'

Max posted an outtake from the photo shoot on his Instagram page overnight, sparking an outcry from some of his 38,000 followers.

View this post on Instagram

@remixmagazine #innovationissue

A post shared by Max Key 🔑 (@maxkey_) on Jun 7, 2016 at 1:00am PDT

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

"Why are you holding a cigarette, a couple weeks after your father's budget announced a 10% increase in cigarette prices over the next 4 years in order to act as a deterrent to smoking? Kinda weird to glamorize it," wrote one viewer on Instagram.

"I hate it because of the cigarette," wrote another. "My father is dead because he smoked," wrote a third. "Cool cigarette bro," said a fourth.

The controversial photo comes just a week after tough new anti-smoking plans were announced by the National government, led by Max's father, Prime Minister John Key.

Those plans included plain packaging and larger health warnings on cigarettes, and further tax hikes.

Advertisement
Advertise with NZME.

"Nothing kills you with greater predictability than smoking," Mr Key said at a Smokefree event in Wellington at which the plans were unveiled.

"It will take some time before you actually see it on the shelves [plain packaging]. My expectation would be early next year," he said.

Remix Magazine editor Steven Fernandez defended the shoot, telling the Herald cigarettes were widely used as props in fashion photography.

"The cigarette was one of the stylists'. They kind of tucked it behind his ear and he was kind of playing with it as something to hold. Cigarettes are, for better or worse, quite a big part in fashion shoots. They crop up as nothing more than a prop. There was no conscious placement," he said.

Discover more

Entertainment

Max Key celebrates 21 years

25 May 09:07 PM
Entertainment

Max's theme party marks 21st birthday

29 May 07:00 AM
Entertainment

Is this Max Key's new girl?

04 Jun 08:57 PM
Entertainment

Max Key: 'Know me before you judge me'

07 Jun 07:45 PM

"He definitely does not smoke and it was not Max's cigarette."

Fernandez said the shoot took place before Key's anti-smoking initiatives were announced, and the story and accompanying images were meant to be "separate from the politics".

"My agreement with Max when we did it was that these were not going to be images that you'll post on your Instagram. If we're going to do it it needs to be edgy and it needs to look like what's actually happening in men's fashion. We're not just here to shoot something for your marketing," he said.

"From the get go he was really open to what we wanted to do. He said, '... At the end of the day if you guys tell me that it's really cool and you think it's cool, we'll go with it'. He didn't have any other restrictions on it."

Action on Smoking and Health (ASH) director Stephanie Erick said the image glamourised smoking, and suggested Max could have used any number of different props - including a Bachelor-style rose - to make himself seem cool.

Read more: Max Key 'would look super sexy with a rose'

Advertisement
Advertise with NZME.

The Prime Minister's office said John Key was unavailable to comment this morning. Max Key declined the opportunity to comment.

At Max's 21st birthday last month, held at the Keys' Parnell mansion, the Prime Minister requested that nobody smoke.

Save

    Share this article

Latest from Entertainment

New Zealand

Theatre stalwart's triumphant return after PTSD recovery

11 Jul 02:00 AM
Entertainment

Hamish McKay opens up about his dramatic 50kg weight loss

11 Jul 01:29 AM
Entertainment

Brad Pitt demands release of Angelina Jolie's private texts

10 Jul 11:28 PM

Get your kids involved in your reno

sponsored
Advertisement
Advertise with NZME.

Latest from Entertainment

Theatre stalwart's triumphant return after PTSD recovery

Theatre stalwart's triumphant return after PTSD recovery

11 Jul 02:00 AM

Di Leach is returning to theatre seven years after she became unwell.

Hamish McKay opens up about his dramatic 50kg weight loss

Hamish McKay opens up about his dramatic 50kg weight loss

11 Jul 01:29 AM
Brad Pitt demands release of Angelina Jolie's private texts

Brad Pitt demands release of Angelina Jolie's private texts

10 Jul 11:28 PM
Delta Goodrem shares first look at 'fairytale' wedding in Malta

Delta Goodrem shares first look at 'fairytale' wedding in Malta

10 Jul 10:03 PM
Sponsored: Why heat pumps make winter cheaper
sponsored

Sponsored: Why heat pumps make winter cheaper

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP