The family of a Rotorua kuia whose image was used on a Hobson’s Pledge billboard without her permission say the political lobby group has trampled on her mana.
Ellen Tamati’s photograph showing her moko kauae appeared on the Hobson Pledge’s billboards with the words: “My mana doesn’t need a mandate, vote no to Māori wards”.
The widow’s family said their nan “fundamentally disagrees” with the billboard’s message and Hobson’s Pledge never asked her permission.
Hobson’s Pledge removed the billboards after complaints.
Spokesman Don Brash said the group was sorry Tamati was upset and had reached out, but insisted it had broken no rules.
Tamati’s family said the group had only offered a “backhanded apology”.
Tamati’s granddaughter, Anahera Parata, told the Rotorua Daily Post her nan was emotionally drained and upset from what had happened.
“They have takahi [trampled] on my nan’s mana and put words in her mouth she did not say.”
Parata said her nan’s image was taken on Waitangi Day this year at a public event and uploaded to stock image website Shutterstock.
The photograph was labelled for “editorial use only”.
Shutterstock’s website said there were “additional restrictions” for using images of recognisable people for some purposes, including political ads.
“We, the whānau of our mum and nan, are speaking publicly to address the deeply offensive and unauthorised use of her image by Hobson’s Pledge,” Parata said.
“Let us be absolutely clear – our kuia did not give consent for her image to be used. She was never contacted, consulted or approached in any way."
She called on Hobson’s Pledge to issue a public apology to their kuia and whānau and to “reflect seriously on the harm they continue to cause through their deliberate misuse of Māori imagery”.
Parata said her nan had five children, and many grandchildren and great-grandchildren, and was widely known and highly regarded locally.
“She doesn’t want to talk to anyone about it any more today. She is with her best friend at the moment. That is all she wanted to do.”
In a video interview with Aukaha News, the visibly upset kuia said she was woken by phone calls at 1.40am today from a whānau member who had seen the billboard.
“I didn’t know what she was talking about … I didn’t realise my face was on a billboard. She kept saying to me ‘Nan what is going on?’” Tamati told Aukaha News.
“I did not give anyone permission to use my mug, my moko kauae ... I’m just lost for words. It is not me, it is not me,” she said while trembling in the interview.
She encouraged people to support Māori wards, “because we need them”.
Beacon Car Sales in Whangārei had been fielding calls and emails all day after the advertisements appeared on the Lumo billboard located on its Reyburn St property.
Owner Neil Madsen said people had been stopping to take photos, and the people contacting him were “very emotional” about the advertisements.
Madsen contacted Lumo Digital Outdoor and was told the advertisement featuring the kuia would be removed. He was not sure if they would all be taken down.
“I’ll be glad when they’re gone,” he said.
Hobson’s Pledge released a public statement this morning saying they were aware the woman in the stock image had expressed distress at seeing her photo used.
“The image was legally purchased through a reputable stock photography provider, and all rights to use it in public-facing materials were secured.”
They said they asked the billboard company to remove the advertisement immediately once they realised the impact on the woman.
“While the campaign intended to promote an important conversation about democratic fairness and equal voting rights for all New Zealanders, we are saddened to see that this billboard has caused personal upset. That was never our intention.”
The statement said Hobson’s Pledge believed in having respectful and constructive conversations about Māori wards.
“We hold the view that race-based electoral divisions are unnecessary and undermine equal suffrage, particularly when many Māori candidates are already successfully elected through general seats at both the local and national level.”
The group would reach out privately to the individual featured to ensure she was okay and let her know her image was publicly available as a stock image.
“We do not want anyone to feel distressed by our materials.”
Waiariki MP Rawiri Waititi said on his Facebook page this morning the actions of Hobson’s Pledge were “completely unacceptable”.
He described the billboards as “racist” advertisements against Māori wards.
“How dare Hobson’s Pledge steal our beautiful kuia’s photo … to prop up their racist agenda.”
Te Pati Māori MP for Tai Tokerau Mariameno Kapa-Kingi said the party’s team had been working to find out what was behind the advertisement.
She said the kuia and her mokopuna were “absolutely disgusted and devastated” by her face being used in such a manner.
Hobson’s Pledge leader Brash told NZME the lobby group would not use the advertisement with Tamati’s image again.
He said he assumed the photographer would have asked Tamati to sign a document stating her photograph could be used commercially.
“We didn’t in any way break any rules at all,” Brash said.
Brash said he was not aware the image had been labelled “editorial use only”, meaning it could only be used in a human interest or newsworthy context.
“I’m not aware of that contract, I haven’t seen that contract so I’m not quite sure how to respond to that question.
“I will certainly make an enquiry about it.“
Brash said Hobson’s Pledge was sorry Tamati was upset and the group had reached out to apologise.
He said while Hobson’s Pledge had wanted the billboards to garner attention, they did not post them thinking Tamati would object in some way.
“Many Māori disapprove of Māori wards, that was the point we’re trying to make.”
Brash was “embarrassed to say” he did not know whether Hobson’s Pledge was using other similar images of people in other advertisements.
“I’m not personally running this billboard campaign,” he said.
NZME has attempted to contact Rafael Ben Ari, the photographer listed on Shutterstock for Tamati’s image.
Kelly Makiha is a senior journalist who has reported for the Rotorua Daily Post for more than 25 years, covering mainly police, court, human interest and social issues.