Rotorua Mayor Tania Tapsell Condemns Misuse of Image by Hobson’s Pledge

Rotorua Mayor Tania Tapsell has expressed her disapproval after Hobson’s Pledge used her image without authorization in a social media post that criticized Māori wards. The post included quotes from Tapsell, which she claims were manipulated to create a misleading impression of her stance on the issue.

Tapsell addressed the situation on Facebook, stating, “You do not have my permission to use my image or comments to mislead the public that I support your campaign.” The social media post employed quotes from Tapsell taken from two separate occasions, specifically from May 2021 and October 2022. The image used was sourced from NZME, the publisher of the Rotorua Daily Post, which later confirmed it had requested Hobson’s Pledge to remove the image due to copyright infringement.

Controversy Over Quotes and Imagery

Following the initial complaint, Hobson’s Pledge replaced the image with another photo of Tapsell from the Rotorua Lakes Council website. The organization accused Tapsell of using copyright issues to sidestep a “difficult” discussion regarding Māori wards. Tapsell expressed her astonishment at the unauthorized use of her image, emphasizing her lack of association with Hobson’s Pledge. She remarked, “I’ve never been associated with, and don’t ever intend to be associated with, Hobson’s Pledge.”

Tapsell further clarified her position on Māori wards in Rotorua, asserting her support for the current structure while calling for a return to representation reviews for future council shaping. “We’ve been so lucky here in Rotorua that we’ve often had at least 40 percent of the council being of Māori descent,” she noted. Despite her concerns about the practical implications of Māori wards, she reaffirmed her belief in their necessity in other regions.

Response from Hobson’s Pledge

In response to the controversy, Hobson’s Pledge leader Don Brash defended the organization’s actions, stating they were “not prepared” to make changes to the posts. He confirmed that Hobson’s Pledge did not reach out for permission to use either the photo or to verify the quotes attributed to Tapsell. “We can’t help that,” Brash said regarding the potential misalignment of Tapsell’s image with the organization’s message. He added, “What we’re quoting her as saying is what she said.”

This incident marks the second time in recent weeks that Hobson’s Pledge has faced criticism for its use of imagery. Earlier in August, the organization encountered backlash for using a photo of Rotorua resident Ellen Tamati in a national campaign, leading to numerous complaints to the Advertising Standards Authority. Following the uproar, Hobson’s Pledge removed the billboards and offered an apology.

Despite the ongoing disputes, Tapsell has chosen not to pursue her complaint further, stating, “There’s not much point” in engaging with Hobson’s Pledge. Looking ahead, a binding poll regarding Rotorua’s three-seat Māori ward will coincide with the upcoming local elections in October 2023, where Tapsell is seeking re-election as mayor. Notably, referendums on Māori wards will also be held across 42 councils nationwide, including 37 local and five regional councils.