Labour is taking a more transparent approach in this year's general election.
The party is voluntarily signing up to new Facebook rules, letting users see who is behind paid online ads and who is being targeted.
Auckland University marketing expert Mike Lee told Mike Hosking Jacinda Ardern's taking a value based approach, which may be a grand marketing scheme.
"Jacinda Ardern has a set of values which attracts voters, but nobody knows what values Simon Bridges stands for.
Mr Lee says National has to work out how to react.
"If National doesn't sign up to the Facebook rules they look dodgy, but if they do sign up, it'll look like they're copying."
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