A political billboard campaign has sparked national outrage after a Māori kuia’s image was used without consent, and Porirua leaders are among those calling it a disturbing violation of cultural respect and election integrity.
The image of Ellen Tamati, a kuia bearing moko kauae, appeared in a series of advertisements by lobby group Hobson’s Pledge urging voters to reject Māori wards. It was accompanied by the slogan: “My mana doesn’t need a mandate.” The campaign ran in multiple regions before being pulled following intense public backlash.
Tamati said she was “lost for words” after seeing her face used to support a message she fundamentally opposes. The photo had been taken on Waitangi Day and uploaded to Shutterstock for editorial use only, a restriction that excludes political or commercial advertising.
“I did not give anyone permission to use my mug, my moko kauae… It is not me,” she told Aukaha News through tears. Her whānau say she was devastated by the image’s use. “They have takahi [trampled] on my nan’s mana and put words in her mouth she did not say,” said granddaughter Anahera Parata.
While Hobson’s Pledge apologised and removed the billboard, they admitted they failed to check the usage rights attached to the image. The group maintained that the image had been purchased legally, but the kuia’s whānau say the apology falls far short.
In Porirua, where Māori representation is embedded in the city’s electoral structure, the incident has struck a chord, especially as voters prepare for local elections.
Ngāti Toa Deputy CEO Jennie Smeaton told Porirua News the campaign has caused immense hurt and reinforces the need for stronger protections around Māori identity and imagery.
“Ngāti Toa acknowledges the grief and mamae that Whaea Ellen Tamati and her whānau must be experiencing at the moment,” said Smeaton. “The abuse and misuse of her image without consent emphasises the urgent need for safeguards across Aotearoa.”
Smeaton said Hobson’s Pledge represents “the repugnant side of humanity,” and called for clearer regulations to prevent similar misuse during future campaigns. “Let’s hope that across Porirua we can set a standard and lead by example on respectful campaigning, particularly when we see low participation in local government. Play the ball and not the person.”
Porirua Deputy Mayor Kylie Wihapi called the billboard “disgraceful, unacceptable, and very upsetting.”
“Using the face of a kuia Māori without consent and in the manner it was done is disrespectful and a deliberate attempt to mislead and manipulate,” she said. “In Porirua, we respect Mana Whenua. As a council, we work in partnership with Ngāti Toa Rangatira.”
Councillor Geoff Hayward (Ngāti Whakaue, Te Arawa) said the incident reflects a pattern of disregard for Māori tikanga. “To abuse ta moko is to abuse our stories and those who carry them,” he said. “Our stories are a taonga, and ta moko is a living expression of those stories, layered with meaning, connection and context.
Hobson’s Pledge has shown itself to be ngākau rua: saying one thing while doing another. Their actions reveal their true intentions, to take what is not theirs, to deceive and to divide.”
Mayor Anita Baker said she was saddened but not surprised. “Seeing Māori imagery used without consent for political point-scoring is sad and disappointing. It undermines the dignity of the individual involved and disrespects the culture it claims to depict,” she said.
“In Porirua, honouring the Treaty partnership and showing respect between cultures isn’t just a policy, it’s a way of life. We’ll keep doing the work here: walking alongside mana whenua, listening, and building a city that reflects and respects all who call it home.”
MP for Mana Barbara Edmonds also voiced strong support for the whānau. “It is wrong and completely inappropriate,” she said. “The fact that Hobson’s Pledge had to purchase a photo of a wahine Māori to support their anti-Māori agenda shows they couldn’t get Māori to support their views.”
As local body elections loom, many in Porirua say the misuse of Ellen Tamati’s image is a timely reminder that campaigns must be built on integrity, respect, and truth, not misrepresentation or cultural exploitation.
“Make the local government space an area that our rangatahi may want to pursue,” said Smeaton. “That starts with showing respect, for people, for stories, and for the kaupapa.”