A disgruntled voter has complained to the Advertising Standards Authority about a Labour Party flyer, saying the photo makes the Prime Minister look too young and glamorous.
Greg Fletcher, of Auckland, said photos of Helen Clark used on leaflets and billboards were outdated and should be replaced.
But his claim failed at the first hurdle when the ASA ruled the photos did not break advertising codes.
ASA executive director Hilary Souter said it was unusual for the complaints board to rule on a political advertisement.
As long as people knew who the advertisement was for, they would see it in the context of the election campaign. The ASA did not need to step in as there was no doubt the flyer was a promotion for Labour, she said.
But Mr Fletcher told the Herald the "misleading" photo might affect the way people voted.