High-country farmer Jerry Burdon is upset that television footage of him herding sheep near Lake Hawea was used to promote Labour.
The pictures were shot for a Country Calendar programme about merino wool growers in August 2000.
But they turned up in a political broadcast on Friday night, with avoice-over from Prime Minister Helen Clark talking about Labour's concern for the environment.
Mr Burdon's wife, Leslie, called it "an absolute cheek".
They are particularly annoyed because the Clark Government rejected a request from Merino New Zealand for money for research.
The Burdons are National supporters but say that is irrelevant.
"Even if we were apolitical, I don't think the Labour Party has a right to do that sort of thing because it is very clear in the photograph who my husband is," said Mrs Burdon.
Labour Party president Mike Williams said the footage was bought from Television New Zealand and Mr Burdon should take it up with them.
TVNZ spokesman Glen Sowry said advertising agencies wanting to use archival material must get written consent from individuals who were identifiable.
However, TVNZ had not sought permission because it believed Mr Burdon was shown only in silhouette and was largely unrecognisable.
