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NZ Bank in Free Speech Row over 'Explicit' Sheep Memes

  • Kiwibank triggered a free speech row in New Zealand after using copyright takedowns to remove "explicit" memes featuring its mascot, Buck, from social media.
  • Unveiled this year to urge consumers to "bank Kiwi," the mascot Buck quickly drew unwanted attention online, with viral posts alluding to his looks and stereotypes about New Zealanders.
  • Users responded by posting dozens more memes, and the original post garnered more than 4 million views. Kiwibank spokesman Ben Mabon said the bank was addressing "explicit and harmful content being shared using Buck's image."
  • In an open letter, the Free Speech Union accused Kiwibank of censorship, arguing that copyright should not protect a brand from being laughed at by the public.
  • Commentators described the situation as a classic example of the "Streisand effect," in which an attempt to hide content draws even greater attention to it.
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The IndependentThe Independent
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The Independent (US)The Independent (US)
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New Zealand bank’s sheep mascot kicks off unlikely free speech row

Kiwibank invites backlash for trying to shut down ‘explicit’ memes sexualising sheep mascot

·London, United Kingdom
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rtl.lu broke the news in Luxembourg City, Luxembourg on Monday, October 12, 2026.
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