The average American/Kiwi/Australian family

The NZ government put out a brochure today setting out the benefits of its latest budget.

It was discovered however that the picture used (left) was bought from from iStock. To me that isn’t a problem.  If the government decides to spend $20 for a photo rather than over $1,000 for a custom photoshoot that is a good idea.

The problem is that the photo is of an American family, not a New Zealand family.

To make matters worse for the NZ government, the photo has already been used by the Australian government to advertise their affordable homes program (right).

To things to take out of this:

1. the perfect stock photo is one that can be used in a variety of circumstances and by a variety of buyers.  This photo has been sold over 2,000 times and can be used in any western country.
2. microstock photography can create problems from a buyers perspective when the photo is recognisable in other peoples campaigns.

Link to article

[EDIT - it has even been used as an irish family]