Prime Minister Jacinda Ardern is defending the taxpayer-funded "Unite for the Recovery" campaign and says the Government has a duty to tell Kiwis what support is available "here and now".
Her comments come after Act party leader David Seymour demanded the ads end when New Zealand enters the pre-election period on Friday.
The shift from the health response to "Unite for the Recovery" meant the campaign was promoting the Labour-led Government's own strategy and programmes, he said.
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This was "totally unacceptable and breaches the Cabinet rules and government advertising guidelines", Seymour said.
Ardern told RNZ this morning the campaign would continue beyond Friday as the Government had a duty to inform businesses and New Zealanders what support was available.
"We have to continue to make sure that even if there's an election on, people know about the support available here and now. It's our job to make sure people know about that."
The campaign was developed based on feedback from the business community that the Government needed to encourage Kiwis to support and buy local, Ardern said.
It had also been approved by the State Services Commission to ensure it was "right and proper" during the three month pre-election period, she said.
"The recovery will be supported by New Zealanders going out and supporting New Zealand made and so that is what this is angled towards."
Ardern said there "shouldn't be politics" in encouraging New Zealanders to support local businesses.
"It is branded in a completely neutral Covid branding - it's yellow."