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Meta NZ

  1. Business / Trading Name: Facebook New Zealand Limited (the company has not indicated any other trading name). This is the New Zealand subsidiary of Meta Platforms, Inc., formerly known as Facebook, Inc.

  1. Company Number: 3043328 (New Zealand Companies Office registration number).

  1. NZBN: 9429031441667 (New Zealand Business Number).

  1. Entity Type: Registered New Zealand Limited Company (limited liability company).

  1. Business Classification: None listed. The company’s registry entry does not specify an ANZSIC business classification.

  1. Industry Category: Social networking and digital advertising. Facebook NZ operates in the tech sector dominated by online advertising platforms. (By 2018 Facebook, Google and Amazon together accounted for ~86% of digital ad revenues outside China, underscoring Facebook’s role in the advertising industry.)

  1. Year Founded: 2010 – Facebook New Zealand Limited was incorporated on 24 August 2010. Facebook was launched globally in February 2004.

  1. Addresses:

    • Registered Office: Care of Dentons Kensington Swan, Level 4, 40 Bowen Street, Pipitea, Wellington 6011 (updated January 2023 – the law firm Dentons serves as the registered office).

    • Physical Office: 89 The Terrace, Wellington Central, Wellington 6011 (this was the physical and service address from 2010 until the recent move in 2023).

  1. Website URL: facebook.com (global social networking site) and about.meta.com (corporate site of Meta Platforms). The New Zealand branch does not have a separate local website.

  1. LinkedIn URL: The company does not maintain a separate New Zealand LinkedIn page. Employees are listed under Meta’s global LinkedIn profile (e.g. “Meta – Head of New Zealand”). Here is the global Meta LinkedIn - https://www.linkedin.com/company/meta/

  1. Company Hub NZ URL: companyhub.nz/companyDetails.cfm?nzbn=9429031441667 – Facebook New Zealand Limited’s profile on Company Hub NZ (shows registration details and addresses).

  1. NZ Companies Office URL: https://app.companiesoffice.govt.nz/companies/app/ui/pages/companies/3043328

  1. Social Media URLs: The NZ branch uses Meta’s global social media accounts. For example, Facebook’s official page (facebook.com/facebook) and Meta’s Twitter (X) account (@MetaNewsroom) are used for announcements. There are no NZ-specific Facebook or Twitter accounts for the company.

  1. Ultimate Holding Company: Meta Platforms, Inc. (Delaware corporation, USA) – this became the ultimate parent on 28 October 2021 (when Facebook, Inc. rebranded to Meta). The registered address for Meta is 251 Little Falls Drive, Wilmington De 19808, United States of America.

  1. Key Shareholders: Facebook Global Holdings II, LLC (Wilmington, Delaware, USA) is the sole shareholder, owning 100% of the shares in Facebook New Zealand Ltd. This U.S. holding LLC holds all 4,756,500 shares issued.

  1. Leadership:

  • Spencer Bailey – Head of New Zealand, Meta (country manager responsible for Meta’s operations and commercial strategy in NZ).

  • Nick McDonnell – Head of Public Policy (NZ & Pacific Islands), based in Sydney (former policy lead engaging with NZ government and Pacific on regulatory and policy issues). (2019-2024)

  • Naomi Shepherd – formerly a Director for Facebook NZ (2017–2018) and ANZ regional manager, who is currently Group Industry Director at Meta (2017 – present)

  • Damian Yeo – Director of Facebook NZ Ltd since Feb 2017, a Singapore-based Meta legal/regulatory executive.

  • William Easton – Director since 2018, Managing Director for Meta Australia & New Zealand, based in Sydney.

  • Tit Hon Pang – Director appointed Mar 2024, Meta executive based in Singapore.

  1. Staff: The New Zealand team is small, primarily a sales support and public policy office. Facebook NZ employs a local “sales support force” to assist with advertising clients. (Historically, much of the NZ-focused work – e.g. policy and sales – has been handled out of Meta’s Sydney regional office, with NZ-based staff coordinating on the ground.)

  1. Staff that have held previous government roles: Nick McDonnell is a prominent example – before joining Facebook he worked in government-related roles (e.g. Regulatory Affairs Manager at Air New Zealand, member of the NZ Prime Minister’s Business Advisory Council, and an advisor at Auckland Council). This exemplifies the “revolving door” hiring of ex-government officials. (Another example on the global level is Sarah Wynn-Williams, a New Zealander and former NZ diplomat who became a Public Policy director at Facebook’s headquarters, though she did not work for the NZ branch.)

  1. Past Employees: Notable former personnel include:

  • Stephen Scheeler – former CEO for Facebook Australia & NZ (2013–2017), who was a director of the NZ entity until February 2017. He left Facebook and has since spoken publicly about social media and its impacts.

  • Nick McDonnell – former Public Policy Manager for NZ/Pacific, departed Meta in late 2024 (he subsequently joined a NZ tech startup).

  • Sarah Wynn-Williams – a New Zealander who was Facebook’s Director of Global Policy (not a NZ office employee, but notable as a Kiwi ex-employee); she left the company in 2022 and became a whistle-blower, publishing a memoir alleging ethical failures at Meta (Meta sought to block its distribution).

  1. Clients: Not applicable – Facebook NZ is not a consultancy or lobbying firm representing external clients. Its “clients” are essentially the advertisers and users of Facebook/Meta’s services in New Zealand. As of 2023 Facebook had just under 3 million monthly active users in New Zealand (out of ~5 million population). Thousands of New Zealand businesses also advertise on Facebook and Instagram, contributing to an estimated NZ social media advertising market of NZ$163 million in 2021. (These advertisers and users are the stakeholders Meta serves, rather than clients in a traditional sense.)

  1. Industries/Sectors represented: Meta (Facebook) represents the interests of the technology, social media, and digital advertising industry. It is a major player in online media and advertising: for example, by 2018 Facebook (with Google and others) accounted for the majority of New Zealand’s digital advertising spend. The company’s activities span social networking services, online content sharing, digital advertising, messaging, and virtual reality, but in terms of influence it often speaks on issues affecting the tech and online media sector broadly.

  1. Publicly Disclosed Engagements:

  • Christchurch Call (2019): Facebook (Meta) was a signatory to the Christchurch Call to Action, a pledge initiated by New Zealand and France after the March 2019 Christchurch terror attack. Along with other tech giants, Facebook committed to work with governments on curbing extremist content online. (Meta joined this voluntary initiative rather than face direct regulation; Mark Zuckerberg and other executives engaged with NZ officials following the attack.)

  • Industry Code of Practice (2022): Facebook NZ (Meta) signed onto the Aotearoa New Zealand Code of Practice for Online Safety and Harms – an industry self-regulation code facilitated by Netsafe and NZTech. As part of this, Meta publicly pledged steps to reduce harmful content and report on progress.

  • Government & Parliamentary Submissions: Meta has participated in government consultations. For example, it has provided input to New Zealand’s ongoing media content regulation review and engaged with officials on proposed digital services taxation in 2019 (preferring an international tax framework over a unilateral NZ digital tax). It also routinely responds to select committee inquiries and government requests regarding online safety, privacy, and election integrity (often through written submissions or regional representatives).

  • Law Enforcement Collaboration: Facebook NZ has openly partnered with agencies like the NZ Police on public safety campaigns. In 2020, for instance, Facebook NZ and the Police jointly issued warnings about online scams, with Facebook’s policy manager appearing in press releases to advise the public.

(Note: New Zealand does not have a formal lobbying register, so disclosures of direct meetings with ministers or officials are sparse. Most engagements become public via press releases, open letters, or inclusion in multi-stakeholder initiatives.)

  1. Affiliations:

  • NZTech: Meta is a member of the New Zealand Technology Industry Association (NZTech). It helped develop and now abides by the NZTech-administered Online Safety Code. (NZTech is the industry lobby group overseeing the tech giants’ safety commitments, indicating Meta’s affiliation and influence within this body.)

  • IAB New Zealand: Facebook NZ is active in the Interactive Advertising Bureau (IAB NZ) – Spencer Bailey (Head of Meta NZ) sits on the IAB NZ board, reflecting the company’s role in the digital advertising industry collective.

  • NZCCI / Business Associations: Meta/Facebook is a member of various business and industry groups. It has engaged with the NZ Chamber of Commerce and other business networks, often to promote digital skills or advertising services for SMEs.

  • International Alliances: Globally, Meta is part of industry alliances that extend to NZ. For example, it is a founding signatory of the Christchurch Call network of tech companies, and it sits on or funds global forums via local partners (e.g. Netsafe’s participation in Meta’s Global Safety Advisory Board).

  1. Sponsorships / Collaborations:

  • Netsafe Funding: Meta (Facebook) is a major corporate partner of Netsafe New Zealand, the independent online safety NGO. Netsafe’s latest annual report lists Meta as one of its main funded partners. This sponsorship supports Netsafe’s initiatives on digital safety and has been ongoing, reflecting a collaboration (while raising some questions about conflict of interest given Netsafe’s role in content regulation).

  • Police and Cyber-safety Initiatives: Facebook NZ has collaborated with the NZ Police on scam prevention and cyber-safety education. In one 2020 initiative, Facebook worked with the Police Financial Crime Unit to publicize warnings about fraudulent Facebook pages, with Facebook NZ providing advice on reporting and security features.

  • Community/Industry Programs: The company has at times sponsored community workshops and industry events. It has run “Boost with Facebook” sessions for small businesses in New Zealand, offering free training on using Facebook/Instagram for business (often in partnership with local business groups). It has also partnered with groups like Whāriki (Māori business network) on digital skills events.

  • Academic and NGO collaborations: Meta has provided grants or support to NZ research and civil society. For example, it has supported research on misinformation (occasionally funding NZ academics) and worked with NGOs on initiatives such as anti-bullying campaigns. (These collaborations are typically announced via Meta’s news releases or the partner organizations.)

  1. Events (held or organised by this organisation): Facebook NZ has hosted and participated in a number of events:

  • “Boost Your Business” Roadshows: In past years Facebook’s NZ team held free seminars in cities like Auckland, Wellington, Christchurch to help SMEs use Facebook and Instagram for growth (often in partnership with local radio/media as hosts). These events were part of Facebook’s global community training outreach.

  • Industry Conferences: Meta representatives frequently speak at New Zealand conferences. For instance, Meta NZ’s Head of Public Policy has spoken at the Aotearoa AI Summit and other tech forums. Facebook NZ also sponsors segments of events like NetHui (internet community conference) and participates in Digital Boost Alliance activities (a government-private initiative for digital upskilling).

  • Public Safety Workshops: Facebook NZ, alongside Netsafe and Police, has been involved in community workshops on online safety, such as public Q&A sessions on cyberbullying and scam awareness (often not heavily publicised, but occurring as part of their safety outreach commitments).

(Note: Many Meta-hosted “events” in NZ are not widely advertised as Facebook events, but rather integrated into broader business or community forums. The company’s leaders also hold private roundtables with stakeholders (e.g. news publishers, government agencies) especially when major policy issues arise.)

  1. Political Donations: None disclosed. Facebook New Zealand Ltd has not made any publicly disclosed donations to political parties or candidates in NZ. A search of Electoral Commission records shows no donations from Facebook or Meta entities. This is unsurprising, as NZ electoral law prohibits donations over NZ$50 from foreign entities, and Meta’s policy has generally been to avoid direct political funding in countries like NZ. (Individual Meta executives in NZ have also not featured in donation records.) The absence of donations is notable in contrast to some other industries – Meta appears to exert influence via lobbying and partnerships rather than through political funding.

  1. Controversies: Facebook/Meta’s NZ operations have been linked to several high-profile controversies:

  • Christchurch Mosque Attack (2019): The terrorist’s use of Facebook Live to broadcast the massacre in Christchurch led to global outrage. Facebook’s slow response in removing the video drew condemnation in NZ. The NZ Privacy Commissioner, John Edwards, lambasted Facebook as “morally bankrupt pathological liars” who enable violence and hate. This incident spurred the Christchurch Call (which Facebook joined under pressure) and remains a touchpoint for criticism of the company’s content moderation practices in NZ.

  • Cambridge Analytica Data Scandal: In 2018 it was revealed that the data of up to 63,724 New Zealand Facebook users was harvested without consent via a quiz app and potentially misused for political profiling. Facebook’s handling of this privacy breach was criticized by NZ authorities – the Privacy Commissioner even advised New Zealanders to consider deleting Facebook. Facebook later notified affected Kiwis and tightened some data policies, but the scandal damaged trust.

  • Tax Avoidance and Profit Shifting: Facebook NZ has consistently reported only modest profits and revenue locally, by routing most ad revenue through offshore affiliates. For example, in 2021 Facebook NZ reported just NZ$6.5m in revenue and $2.3m profit, while paying NZ$84m in “service fees” to Facebook Ireland that year. Critics (including MPs and media) have accused the company of tax avoidance in NZ, as those fees reduce its taxable income. Facebook did not pay income tax at all in some earlier years due to this structure. The company claims it complies with current law, but the issue has fueled calls for a digital services tax in NZ.

  • Hate Speech & Misinformation: Facebook’s platform has been used to spread misinformation (e.g. COVID-19 anti-vax content in 2021) and hate speech. NZ officials and researchers have criticized Meta for inadequate action on this harmful content. In mid-2020, Stuff Ltd (NZ’s largest news publisher) boycotted Facebook, suspending all activity and advertising on the site as part of a protest against hate speech. Stuff’s CEO cited Facebook’s failure to curb harmful content (especially after Christchurch) and said they “did not want to contribute financially to a platform that profits from hate.” This boycott, although temporary, underscored the reputational issues Facebook faced in NZ.

  • Transparency & Conduct: Meta has been accused in NZ of lacking transparency about its lobbying and algorithms. The company’s move to develop a self-regulation code (rather than accept government regulation) was seen by some civil society groups as “deeply cynical” and self-serving. Additionally, a recent controversy involved former Facebook policy director (and ex-NZ diplomat) Sarah Wynn-Williams publishing a memoir alleging unethical behavior inside Facebook – Meta’s lawyers obtained an injunction in 2025 to block her from promoting the book. Such incidents contribute to persistent concerns about Meta’s integrity and accountability in New Zealand.

  1. Other information of note:

  • Rebranding and Local Entity Name: Globally, Facebook, Inc. rebranded to Meta Platforms in late 2021. However, the New Zealand subsidiary Facebook New Zealand Limited has not changed its legal name as of 2025. The company continues to operate under the Facebook name for legal purposes, which is notable given the parent’s branding shift (it suggests a degree of separation between the global “Meta” brand and local corporate formalities).

  • Minimal Local Reporting: Facebook NZ provides very limited public information beyond what is legally required. Its financial statements (filed to the Companies Office) are typically terse, and it does not publish local transparency reports. There is no public lobbying register in NZ, which means any meetings with ministers or officials are not routinely disclosed. This lack of mandatory disclosure is often highlighted by transparency advocates as a gap – much of what is known about Facebook’s NZ influence comes from investigative journalism or one-off disclosures.

  • Public Sentiment: There is significant public scepticism in New Zealand toward large social media companies. A 2022 government study found a majority of New Zealanders lack confidence in social media companies to keep them safe online. 83% of people surveyed were concerned about harmful content on platforms like Facebook. This public pressure has in part driven government and regulatory scrutiny of Meta’s operations in NZ.

  • Regulatory Outlook: The NZ government is in the process of reviewing and updating laws around media and online content. Meta’s activities are closely watched in that context. For instance, regulators are considering stronger rules on social media advertising transparency (especially for political ads) and requirements for faster removal of harmful content. How Meta NZ responds – whether through genuine cooperation or continued preference for self-regulation – will be important to watch.

  • Local Initiatives: Meta has made some positive local contributions worth noting. It has supported Māori and Pasifika digital initiatives (for example, partnering with Māori businesses in a “Boost with Meta” workshop series) and introduced Māori language features on Facebook. It also expanded the Facebook Community Help feature during NZ’s COVID-19 lockdowns, enabling community support. While these are often PR-driven, they show Meta’s awareness of local social responsibilities.

  1. Recipient of Wage Subsidy Scheme: No. Facebook New Zealand did not receive any payments under New Zealand’s COVID-19 Wage Subsidy Scheme in 2020–21. The Ministry of Social Development’s public database of wage subsidy recipients shows no entry for Facebook or Meta. (The company likely did not qualify or apply, as its revenues did not drop by the required 30% during the pandemic – in fact, usage of social media surged. Meta’s global profitability allowed it to avoid seeking NZ government wage subsidies, unlike many other firms. In contrast, some other tech companies did take subsidies and later returned them, but Facebook NZ’s absence from the scheme was noted in media commentary as a positive sign of self-reliance.)

Sources

[1] Facebook New Zealand Limited – Company Summary, NZL Business Directory, https://www.nzlbusiness.com/company/Facebook-New-Zealand-Limited

[2] Facebook New Zealand Limited – NZ Companies Office Extract (2016), NZL Business Directory, https://www.nzlbusiness.com/company/Facebook-New-Zealand-Limited

[3] Facebook New Zealand Limited – Business Information, BizDb (NZ), https://www.bizdb.co.nz/company/9429031441667/

[4] Dentons Kensington Swan – Wellington Office Details, Dentons (New Zealand), https://www.dentons.co.nz/en/find-your-dentons-team/offices/wellington

[5] “Facebook’s just shy of three million users in New Zealand…”, RNZ – The Detail, 18 July 2023, https://www.rnz.co.nz/programmes/the-detail/story/2018898243/social-media-s-new-revolution

[6] “Google and Facebook pay way less tax in New Zealand than in others”, NZ Herald, 4 March 2019, https://www.nzherald.co.nz/business/google-and-facebook-pay-way-less-tax-in-new-zealand-than-in-others/YZHRYUTVFRB4PMHXOJLVE7VILY/

[7] “Tax: Facebook NZ triples payments to Ireland, Google NZ pays more to US parent”, NZ Herald, 2 June 2022, https://www.nzherald.co.nz/business/tax-facebook-nz-triples-payments-to-ireland-google-nz-pays-more-to-us-parent/UM2U65ZXELMCW4XWNEX4WPC5UE/

[8] “Facebook are ‘morally bankrupt liars’ says New Zealand’s privacy commissioner”, The Guardian, 8 April 2019, https://www.theguardian.com/technology/2019/apr/08/facebook-are-morally-bankrupt-liars-says-new-zealands-privacy-commissioner

[9] “Facebook data breach hits 63,714 New Zealanders after 10 people download quiz”, The Guardian, 10 April 2018, https://www.theguardian.com/technology/2018/apr/10/facebook-data-breach-hits-63714-new-zealanders-after-10-people-download-quiz

[10] “Big Tech’s push to self-regulate harmful content in New Zealand is ‘weak attempt to preempt regulation’, critics say”, TechCrunch, 25 July 2022, https://techcrunch.com/2022/07/25/big-techs-push-to-self-regulate-harmful-content-in-new-zealand-is-weak-attempt-to-preempt-regulation-critics-say/

[11] “Tech giants to self-regulate in reducing harmful content in New Zealand”, Reuters, 25 July 2022, https://www.reuters.com/technology/tech-giants-self-regulate-reducing-harmful-content-new-zealand-2022-07-25/

[12] “Netsafe’s Partnerships – 2024 (Meta listed as main partner)”, Netsafe NZ, 22 Jan 2025, https://netsafe.org.nz/netsafe/partners

[13] IAB New Zealand – Board Members (Spencer Bailey), Interactive Advertising Bureau NZ, https://www.iab.org.nz/ceo-and-board (Meta NZ section)

[14] Nick McDonnell – Alumni Profile, University of Canterbury, 24 July 2023, https://www.canterbury.ac.nz/about-uc/why-uc/our-alumni/young-alumni/nick-mcdonnell

[15] “Facebook enlists NZ influencers in misinformation battle”, BusinessDesk, 24 Nov 2021, https://businessdesk.co.nz/article/editors-picks/facebook-enlists-nz-influencers-in-misinformation-battle (image caption)

[16] “New Zealand’s Stuff newspaper group joins Facebook boycott as ‘experiment’”, The Guardian, 6 July 2020, https://www.theguardian.com/world/2020/jul/06/new-zealands-stuff-newspaper-group-joins-facebook-boycott-as-experiment

[17] “Majority of New Zealanders concerned about harmful online content – report”, RNZ News, 29 June 2022, https://www.rnz.co.nz/news/national/469977/majority-of-new-zealanders-concerned-about-harmful-online-content-report

[18] “Police and Facebook issue warning over social media business scams”, NZ Police – News Release, 17 Sep 2020, https://www.police.govt.nz/news/release/police-and-facebook-issue-warning-over-social-media-business-scams

[19] “U.S. Will Not Join Tech Giants In ‘Christchurch Call’ Pledge Against Online Terror”, NPR News, 15 May 2019, https://www.npr.org/2019/05/15/723685962/u-s-will-not-join-tech-giants-in-christchurch-call-pledge-against-online-terror

[20] “The Christchurch Call and the failure of US leadership”, Atlantic Council, 20 May 2019, https://www.atlanticcouncil.org/blogs/new-atlanticist/the-christchurch-call-and-the-failure-of-us-leadership/

[21] “Ardern joins world leaders, tech companies in Paris for Christchurch Call summit”, NZ Herald (via AP/AFP), 16 May 2019, (Reference to tech companies signing pledge).

[22] “Theresa May: I’ve signed up to the Christchurch Call to Action” (Facebook post by UK PM, listing tech company signatories), 15 May 2019 – via AtlanticCouncil source [20].

[23] Meta Platforms, Inc. – Ultimate Parent of Facebook NZ (company registry entry), Companies Office NZ, 28 Oct 2021, (cited via BizDb source [3]).

[24] COVID-19 Wage Subsidy Employer Search – Facebook New Zealand Limited (no result found), Ministry of Social Development NZ, 2020, https://www.msd.govt.nz/about-msd-and-our-work/newsroom/2020/covid-19/covid-19-wage-subsidy-employer-search.html (search database).

[25] “Meta’s baseline report for the Aotearoa NZ Code of Practice for Online Safety and Harms”, NZTech (PDF), 25 July 2022, (Meta’s commitments under the code).

Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz

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