The Herald copped criticism for publishing a front-page attack ad targeting the National Party leader this week - but it was far from the first time ads like it have appeared in print. Meanwhile questions were asked about other coverage that looked like it might be taking sides as the official campaign period begins.

The Herald copped criticism for publishing a front-page attack ad targeting the National Party leader this week - but it was far from the first time ads like it have appeared in print. Meanwhile questions were asked about other coverage that looked like it might be taking sides as the official campaign period begins.

"You've got to survive in the media. You got to take the ads," Newstalk ZB morning host Kerre Woodham told listeners last Monday, explaining the the controversial Council of Trade Union ad labelling the National Party leader "out of touch and too risky".

It was clearly an election advocacy ad - and it was identified as such in the Herald. But as soon as the ad came through the NZME ad department, the senior editors there must have known devoting the front page to it would become a news story.

The afternoon host at the Herald's NZME stablemate NewstalkZB, Andrew Dickens, certainly thought so.

"I think this is news. This is why I'm talking about it on the radio. I'm not involved with this decision. . . but I think they need to write about it and say how they actually determine who gets the 'wraparound'," he told his listeners.

The Herald top brass wasn't keen on that, but election ads on the front page aren't entirely unprecedented.

A former Herald editor, Tim Murphy, pointed out the Weekend Herald has allowed the National Party to add detachable blue stickers late in previous campaigns.

And once papers opened the door to wraparound front-and-back page ads for retailers (who paid a pretty penny for them during the Covid-19 crisis), it was only a matter of time before someone selling political messages rather than fridges took up the space as well.

The CTU ad was within the rules for political promotion by third parties. As long as they registered, they can spend the thick end of $400,000 on ads doing down political opponents if they want to.

Gordon Campbell on scoop.co.nz said that apart from the front-page spot, there was nothing really novel about an ad criticising a party leader who was actively campaigning as the embodiment of his party's policies.

And while the CTU's campaign also appeared on billboards and social media platforms the same day, it was its appearance on the front page of a paper obliged to cover the campaign fairly which raised eyebrows…

Go to this episode on rnz.co.nz for more details