Po­lice pull re­cruit­ment ad from Tin­der

The Press - - News - Char­lotte Carter

Po­lice have pulled a Tin­der ad­ver­tis­ing cam­paign which has been blamed on a ‘‘book­ing er­ror’’.

Tin­der is a dat­ing app used by an es­ti­mated 8 per cent of New Zealan­ders.

Ads, of­ten ac­com­pa­nied by videos and mu­sic, pop up in­ter­mit­tently be­tween po­ten­tial dat­ing matches and pro­vide an op­tion to ‘‘learn more’’ or ‘‘read more’’ about what is be­ing ad­ver­tised.

This week, Stuff learned New Zealand Po­lice was run­ning a New Cops re­cruit­ment ad on Tin­der.

The ad, ti­tled NZ Po­lice Re­cruit­ment, fea­tured the lat­est po­lice re­cruit­ment video and a line that read: ‘‘Have you got ques­tions about be­ing a cop and whether it’s right for you?’’

A ‘‘learn more’’ but­ton took users through to the new­cops.co.nz web­site.

But when first ap­proached for com­ment, po­lice were un­aware the ad was be­ing run on the dat­ing app.

Po­lice act­ing deputy chief ex­ec­u­tive of pub­lic af­fairs Jane Archibald said it was due to a book­ing er­ror by their ad­ver­tis­ing agency, Ogilvy.

‘‘Ear­lier this year, the agency started us­ing an au­to­matic place­ment op­ti­mi­sa­tion tech­nique, on ad­vice that this would pro­vide the strong­est re­sults by en­sur­ing our re­cruit­ment ad­ver­tise­ments ap­peared on a range of sites, not just Face­book,’’ she said. ‘‘NZ Po­lice were not in­formed of this change, nor that there was any po­ten­tial for our re­cruit­ment ad to end up on Tin­der.’’

She said the er­ror had im­me­di­ately been raised with the ad­ver­tis­ing agency and the Tin­der ad­ver­tise­ments would be re­moved.

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