BSA publishes new research on complaints about media bias
New Zealanders with lower trust in media are more likely to perceive bias in reporting, but the vast majority recognise broadcasters’ freedom to choose how stories are told.
This is one of the key findings in new research published today which shows strong public support for freedom in broadcasting and Broadcasting Standards Authority decisions on complaints alleging media bias.
The survey, conducted for the BSA by Verian, suggests perceptions of bias are shaped more by tone, framing, and delivery of reporting than by factual accuracy alone.
New Zealanders tend to interpret bias as the cumulative effect of emotive language, interview style, emphasis, and framing choices, even when reporting is factually correct. As a result, tone is often the dominant trigger for complaints.
The findings form part of the BSA’s biennial ‘litmus testing’ survey, which this year explored community views towards bias in broadcasting.
An average of 86% of a representative sample of New Zealanders agreed with five BSA decisions that were tested,* relating to complaints alleging bias against a wide range of people or groups.
The research shows a close link between a participant’s perception of bias and their level of trust in media and institutions. People with a moderate to high sensitivity to bias** are more likely to infer agenda or influence where others see acceptable editorial judgement.
More neutral New Zealanders are more forgiving of strong questioning or opinions, while bias-conscious New Zealanders tend to assume an ideological angle is present.
BSA Chief Executive Stacey Wood says the strong ratings for BSA decisions offer assurance the Authority is handling bias complaints in a way that aligns with majority community views.
“We receive a lot of complaints alleging bias, few of which are upheld – often leaving complainants dissatisfied.
“The BSA’s job is to uphold the expectations of the wider community, and we need to be sure we’re doing that. This research confirms the Authority’s decisions are strongly supported, by an average of more than four out of five people.
“What some may perceive as bias is often editorial discretion and narrative framing, which is an important part of freedom of expression,” Wood says.
She says the results reinforce findings from recent BSA research on public trust in news media.
“This showed bias is a significant factor affecting trust, but perceptions of bias and trustworthiness are influenced by people’s own viewpoints – and how well they feel these are reflected.
“The new survey finding, that perceptions of bias are more closely tied to a person’s trust in media than the content of a broadcast, further underlines the inherent complexity and personal perspective involved in perceptions of bias.
“Together, this body of research suggests efforts to strengthen trust in media are likely to reduce audience perceptions of bias – likewise, avoiding perceptions of bias is likely to improve trust,” Wood says.
ENDS
Notes
The full research report can be seen here.
* BSA decision tested (% rating the decision as acceptable/good/very good):
RNZ – News report on arrest of then government minister Kiritapu Allan (90%)
1News – Item on minister Erica Stanford’s use of personal email account (89%)
1News – Report on the reintroduction of referenda on local council Māori wards (90%)
RNZ Concert – News item about Māori and Pasifika in the New Year Honours list (87%)
Q+A with Jack Tame – interview with National Party leader Christopher Luxon (76%)
Every two years members of the public are invited to ‘litmus test’ BSA decisions on a certain topic or standards. This year’s research was carried out for the BSA by Verian. It included qualitative and quantitative methodologies with a spread of ethnicities, age, gender, income and household type. Verian spoke to 582 people aged 18+, online. Surveying took place from 15 to 24 March 2026. The maximum margin of error on a sample of 582 is +/-4.1%. The maximum margin of error on a sample size of 348 (the sample size for each decision) is +/-5.3%.
** Participants were screened to assess their sensitivity to bias in broadcasting and their level of trust in New Zealand news media. Sensitivity to bias is defined as the extent to which someone notices bias and is affected by it. Participants were grouped into five online focus groups each reflecting different levels/combinations of bias sensitivity and trust to ensure a broad range of perspectives on BSA decisions.
ABOUT THE BROADCASTING STANDARDS AUTHORITY
The BSA is an independent Crown entity that oversees the broadcasting standards regime in New Zealand. The BSA determines complaints that broadcasts have breached standards, undertakes research and oversees the development of broadcasting standards in consultation with broadcasters.
For more information see our website: www.bsa.govt.nz