Australian Political Parties Use Unaffiliated News Accounts for Messaging

Political parties across Australia are increasingly utilizing social media accounts that appear to be independent news sources to share content, a trend that has drawn criticism from experts. One such example is the Instagram account nswnewsroom, which recently posted a reel titled "Breaking" regarding the resignation of a New South Wales Liberal member. While the post mimics the style of a traditional media outlet, the account is authorized by the NSW Labor state secretary.

Many residents looking for information on New South Wales Instagram accounts may encounter these pages, which often feature generic names and imagery to avoid prominent party branding. The nswnewsroom account, which launched two weeks ago, explicitly states in its bio that it aims to provide updates from the NSW government. This strategy is part of a broader shift where parties attempt to reach voters who may not engage with traditional media or lack the experience to distinguish between objective journalism and partisan messaging.

Political parties are using accounts that mimic independent news sources to bypass traditional media scrutiny.

Andrew Hughes, a political marketing expert at the Australian National University, warns that these accounts exploit a significant loophole in Australian political communication laws. Because these posts are considered unpaid content, they are not subject to the same strict authorization requirements as paid political advertisements. In New South Wales, parties are permitted to include authorization details in the account profile or a linked website rather than on every individual post. The nswnewsroom account updated its profile to include this information following media inquiries.

Similar tactics have been observed in other regions. In Victoria, the account vicnewstoday was established ahead of a recent state election, featuring videos of ministers criticizing opposition parties. Additionally, the Labor party launched a page called "Don’t Risk It Vic," which became one of the highest-spending political advertisers in the country during early November. A spokesperson for the Victorian Labor Party stated that these platforms are essential for communicating directly with citizens about the potential impacts of various government policies.

Why it matters

This trend highlights a growing concern regarding the transparency of digital political communication. Experts warn that as voters increasingly rely on social media for news, the lack of clear, consistent disclosure on these pages increases the risk of misinformation. This shift affects the ability of the public to identify the source of political messaging, potentially influencing electoral outcomes in a landscape where traditional media oversight is being bypassed.