CENTRIST: Outrage erupts over Jacinda book ads during Graham Norton broadcast

Tuesday, 16 December 2025, 2:00pm NZDT

Centrist Publishing says it is prepared to respond to dozens of formal complaints following its television campaign for Jacinda: The Untold Stories during the Graham Norton show on TVNZ 2, Friday night.

The advertisements — which promote the book’s bestseller status under the tagline “The Real Story”, and reference discussion around a potential UN role and a US$20 million philanthropic gift from Melinda Gates — aired multiple times during Ardern’s interview with Graham Norton on TVNZ 2, and again later in the evening.

Reaction was immediate and visceral, spreading rapidly across multiple platforms.

Prominent Māori broadcaster Moana Maniapoto posted on Facebook while the show was still on the air, writing: 

“Wow. A rare tuning into TV2 and caught Jacinda Ardern on the Graham Norton show. The ad breaks showed adverts for the unauthorised biography by David Cohen….twice. Bizarre.  PS Think it ended up 4-6 advert screenings.”

Separate posts by commentator Gerard Otto are nearing 3,000 and 1,000 reactions, respectively, with the debate spilling across multiple platforms, including the popular Reddit forum /newzealand, which has more than 500,000 members. Many comments expressed broad outrage and hostility toward those behind the book:      

“Lousy especially for a non verified publication”               

“They should be sued for claiming it’s a bestseller.”

Others directed their anger at the broadcaster:      

“TVNZ has really lost it these days. The bias is extraordinary at times.”               

“TV2 should be ashamed that they chose greed over respect for Jacinda.”

Dozens of commenters publicly stated they had submitted formal complaints and encouraged others to do the same through various channels:           

“Doing a broadcasting standards complaint,” said a former TV producer.

“Everyone make a complaint to the broadcasting authority, don’t moan here, make a difference. I certainly put a complaint in.”

“Let's all bombard the broadcasting standards board and bring them to task for airing a book known for spreading misinformation and creating further devision (sic) in the country.”

“I think we need to flood tvnz with complaints”

“What about reporting it to the advertising complaints authority?”

Others promoted additional courses of action:

“maybe we can collectively bag them on tvnz web/FB pages”

“I must pay a visit to Whitcoulls today for some book turning activities”

“Worth noting the retailers involved and boycott them.”

Amid the outrage, some responses were more measured:

“Nothing to see here folks, welcome to the world of advertising. The programming is scheduled, the advertisers pick their slots & pay for them. The end.”

“R___ C_______ you don’t suppose that the funds for the advertising spots were from the thousands of copies sold already ?”

“I’d love for anyone in this thread to point out anything that is incorrect in the book”

“I thought the book was very good . Very balanced whether you loved her or hated her ”

“It’s not a hit job it’s balanced journalism and not PR spin. Interesting read. I’ve bought two other copies for Xmas gifts.”

“Loved watching our wonderful Dame Jacinda Adern (sic) tonight. The huge amount of advertising for her new book is great too. Can’t wait to read it.”

Centrist Publishing spokesman Tameem Barakat says the advertising was booked through standard commercial processes and cleared prior to airing.

“All television advertising must be approved by the Commercial Approvals Bureau, and the script for this campaign was based on radio advertisements that have been running nationwide since 7 November.” Barakat said.

He said Centrist Publishing respects the broadcasting and advertising complaints processes and understands that some viewers have chosen to raise the matter formally. 

“The objections appear to relate to the contextual placement and timing of the advertising, rather than their accuracy or regulatory approval.”

Centrist Publishing said it will respond appropriately to any formal inquiries.

In the wake of the furore, Jacinda: The Untold Stories rocketed up the Amazon Kindle bestseller list - just shy of Jacinda Ardern’s own memoir, A Different Kind of Power. Jacinda, The Untold Stories subsequently reached #1 Amazon Best Seller in two categories. Broadcast footage and advertising material available on request.

Tameem Barakat is Centrist.nz Managing Editor