The Human Rights Commission (HRC) received "ad credit" from social media giant Meta to promote a campaign telling people to be kind to each other online.
While Facebook's ad library suggests the commission spent thousands of dollars promoting its "Netiquette" campaign, the HRC has confirmed to Newshub no money has been spent.
The HRC launched the 'Netiquette' campaign in September to remind "people to put their best foot forward when engaging with others online". It includes 13 "tips for online etiquette", including "keep it human", "show kindness", and "leave swear words out of it".
"We should absolutely embrace the freedom of expression that is possible in online spaces as a vital human right in a dynamic democracy," Chief Human Rights Commissioner Paul Hunt said in September.
"The Netiquette campaign is a simple reminder that this fundamental human right comes with critically important responsibilities."
The HRC's Facebook page's ad library shows its run 10 ads on Facebook and Instagram for the campaign since September 22. It's the first set of social media ads the commission has run since October 2021.
The ads feature different cartoon graphics, each with a different tip on them. A caption summarises the campaign and links to the HRC's Dial it Down website - a wider campaign to improve online engagement.
The ad library said the "amount spent" on each ad ranges between $100 and up to $2500. However, the HRC told Newshub it hasn't spent a cent.
"Te Kāhui Tika Tangata, the Human Rights Commission, has spent no money on social media advertising for the Netiquette campaign," a spokesperson said. "The Commission received ad credit from Meta to use to promote the posts on Instagram and Facebook."
Meta, which owns Facebook and Instagram, said ad credit is a "form of payment for your ads on Facebook and Instagram" and can be received either by taking advantage of promotions or through partnerships with Meta. They cannot be purchased or requested.
"When you redeem an ad credit, it'll pay for all advertising costs you accrue on your account. This includes every ad running on your ad account, in addition to the one you created to redeem your ad credit. As long as you're running an ad, your ad credit will be charged daily until it runs out or expires."
ACT has long called for the HRC to be abolished, with leader David Seymour saying it is "aimless" and "not making things better".
He told Newshub the Netiquette campaign had a "lovely sentiment" but wants to know how it's the best use of a government agency's time to be designing and implementing this campaign.
"We are not in a point in New Zealand history where our country is so wealthy and cashed up that it can afford to have government departments going off pursuing, you know, nice, kind objectives with no measure of whether they are achieving them or whether they are really the best person to do it in the first place."
If the campaign can show results, he said it may be worth something. But until then he's doubtful.
"Look every government department and every politician in the world can point to good intentions… I want to know what the outcomes are and how much it costs and why this is something that the Government needs to do versus other people being able to do."
Seymour agrees the internet "is an awful place" and "would like it not to be that way".
"We stand foursquare for universal human rights. The idea that every New Zealander is a thinking and valuing person with inalienable rights to be treated the same and treated with dignity."
A press release about Netiquette issued by the HRC when the campaign was launched highlighted that between April and June 2022, Netsafe received 6596 reports of concern, up 9.4 percent from the last quarter.
"The consequences of online harms have really started to hit home," said Netsafe chief executive Brent Carey. "Netiquette is a helpful reminder of the role we all have in creating safe and positive online spaces."
Commissioner Hunt said people should be discerning with what they share online.
"If you have any doubts about the reliability of a piece of content, then don't share it. If you aren't comfortable with the language used in the content, even if it might help prove your point, again, don't share it," he said.
"Manaakitanga is about showing respect and care for others, and that's what Netiquette is encouraging."
Full 13 Netiquette tips:
1. Keep it human
2. Show kindness. Aroha atu
3. Know your audience
4. Put your best foot forward
5. Share what you know
6. Forgive mistakes. Aroha mai
7. Don't abuse your power
8. Argue ideas not people
9. Respect privacy
10. Keep it civil
11. Don't be racist, homophobic, transphobic, or discriminatory.
12. Leave the swear words out of it
13. Don't instigate or encourage violence.
