Hawke’s Bay Today has chosen not to publish the image.
Netsafe’s chief online safety officer, Sean Lyons, said the problem with images similar to the one in question was not just that they were fake, but that seeing them could cause harm to people.
AI-generated images could “blur the line” between what was or wasn’t real, especially in high-stress situations.
“That can fuel confusion, distress and mistrust.
“For communities already dealing with trauma, seeing fabricated scenes can amplify fear or spread false narratives.”
He said there was a strong demand for information and images in emergencies.
“We are seeing more of this type of content.
“The tools are now widely available and easy to use, and they can generate highly realistic images very quickly.”
In New Zealand, there wasn’t a single law that specifically targeted AI-generated images.
“Instead, existing laws apply depending on how the content is used.
“If an image is misleading in a way that causes harm, it could be a breach of the Harmful Digital Communications Act.”
He said repeated exposure to AI content could erode trust in genuine reporting and official information.
There was a “strong ethical responsibility” for social media page administrators to be clear about the use of AI.
“Being upfront about its origin helps prevent harm.
“The value tends to sit in clearly labelled, contextualised use.”
Sean Lyons, Netsafe’s chief online safety officer, says AI-generated images “blur the line” between what is and isn’t real.
He said there wasn’t a blanket legal requirement to label AI-generated images, but transparency mattered to audiences.
“Clear labelling helps people understand what they’re looking at and reduces the risk of harm caused by confusion or misinformation.”
A man who identified himself only as Amos said the Brisbane-based Australia/NZ Crime TV page was “dedicated to sharing factual stories sourced from police and trusted news platforms”.
The fake image was used to provide a “visual representation of the significant police response on Avenue Rd East while the situation unfolded”.
“We understand that this is a sensitive time for the Hastings community and the families involved.
“Our intent was never to cause distress.
“We strictly avoid using AI to sensationalise information; our sole focus remains on objective, responsible reporting.
“Our previous use of AI has been limited to generating general graphics that provide visual context for our stories.”
The site was reviewing its use of AI to ensure its content remained respectful to those affected by tragedy.
Cas Carter, New Zealand Police’s executive director of media and communications, said police were deeply concerned about ways in which technology was being used to depict crime scenes.
One of the main issues was differentiating between AI-generated images and real ones.
“AI images showing New Zealand Police often depict police officers in a uniform that is not like that of the police uniform.”
She said there were limited legislative controls on such AI-generated content.
“There are existing prohibitions on using a police article or uniform (or things that closely resemble one of those) contained in the Policing Act 2008.
“Additionally, the Flags, Emblems, and Names Protection Act 1981 deals with the unauthorised use of state emblems and the New Zealand Coat of Arms.
“The Films, Videos, and Publications Classifications Act 1993 also criminalises making, possessing or distributing ‘objectionable’ publications.”
She added that it was an offence under the Harmful Digital Communications Act 2015 to post a digital communication that caused serious emotional distress.
Police urged people to verify accuracy before sharing crime posts on social media, to confirm whether accredited media outlets were displaying the same images, and to check for inconsistencies.
Michaela Gower joined Hawke’s Bay Today in 2023 and is based in Hastings. She covers Dannevirke and Hawke’s Bay news and loves sharing stories about farming and rural communities.