In marketing and event promotion, visuals are powerful tools. However, when using images of tangata whenua (Indigenous people of Aotearoa, New Zealand), ethical responsibility goes beyond just getting permission—it requires genuine honesty and cultural sensitivity. A particularly problematic practice is using a person’s image to promote an event they will not be attending, creating a false impression of direct involvement.
This is more than a legal issue; it’s a matter of integrity. True honesty means accurately representing the people in the images—not just crafting the appearance of honesty to avoid criticism. This is especially important when those making the promotional decisions are from different ethnic or cultural backgrounds. Ignorance is not an excuse; failing to understand Māori perspectives on identity, mana (authority, dignity), and whakapapa (ancestral connection) does not absolve one of responsibility.
Ethical Best Practices for Using Tangata Whenua Images
✔ Commit to Actual Honesty – Do not use an image in a way that could mislead, even subtly. If someone is not part of an event, their image should not imply otherwise.
✔ Consent is Not Universal – Permission for one use does not extend to all future uses. Each new context requires fresh consent.
✔ Cultural Sensitivity is a Responsibility – Learn, engage, and respect tangata whenua perspectives. Simply not knowing is not an excuse for misrepresentation.
By prioritising genuine honesty over performative ethics, organisations can build real trust with tangata whenua and the wider community.