The Opposition claims Prime Minister Jacinda Ardern could breach rules around campaign spending after contracting an advertising agency to film and photograph her recent trip to New York for the UN summit.
Ms Ardern and her family were filmed and photographed by a crew of three from Kiwi agency Augusto's New York office, including events where media were barred from access, the NZ Herald reports.
The Prime Minister's office told the Herald on Sunday the footage and photographs, some of which have already been featured on social media, is expected to be used for "stock footage and social media content that the government would be using in the future".
However, National's deputy leader Paula Bennett said the footage would be "against the rules" if it was used for campaign purposes.
"What stands out here is that the Prime Minister has said she is using her Leader's Budget and the footage will be used for political campaigning," Ms Bennett said.
"I would urge the Prime Minister to clarify whether taxpayers' funds will be used for the Labour Party to campaign."
Ms Ardern has defended her decision to contract Augusto's, saying the agency's fee would be paid for by Labour's Leaders' Budget, a pool of taxpayer funding which can go towards communications purposes.
"They did social media for us, they did a bit of work on the last campaign and so they're doing work for us now, helping build up our stock footage and stuff. Campaign stuff," Ms Ardern said.
"It was cheaper than bringing someone here."
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