Attack Ads Dominate Party Facebook Campaigns Ahead of New Zealand Election

Published 2026-11-05

Negative campaigning has increased sharply in New Zealand since 2020, according to new analysis of party posts on Facebook. The study found that the National Party and the Labour Party each spent more than half of their Facebook posts attacking their opponents. This shows how important social media has become for political parties as they try to reach voters.

Negative campaigning means that a party focuses on criticising its rivals instead of promoting its own policies. Many voters find this type of campaigning unpleasant, but parties often use it because it can attract attention quickly. On social media, short and strong messages are shared more easily, which makes attack content especially effective. Experts say that this trend has changed the way New Zealanders receive information about political candidates.

The findings also raise questions about how voters decide who to support. When most of a party's online messages are about its opponents, it can be harder for people to learn about the positive plans of each party. Some political observers worry that this could make voters more doubtful about the political system in general. Others argue that criticism of rivals is a normal part of democratic debate and helps voters compare different choices.

As the election approaches, voters are encouraged to look at several sources of information before making a decision. Reading official party policies, news reports and independent analysis can help people understand the differences between the parties. Social media will remain an important tool for campaigning, so voters should think carefully about the messages they see online.

Sources: RNZ

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