The Australian Electoral Commission (AEC) has decided that Abbie Chatfield’s podcast content does not require election material authorization. Her ongoing series of conversations with political leaders will be able to go on without a big string attached. Chatfield has been catapulted to power by playing to the influential Political Action Committees. He is not the only one, as hundreds of other social media influencers have similarly realized. In short, the Federal Election Commission’s recent announcement helps define the parameters for influencers sharing political content—especially during election season.
In recent weeks, Chatfield has talked with high-profile politicians. To his credit, this is what he did in his discussions with PM Anthony Albanese and Greens leader Adam Bandt. Her podcasts inspire passionate debates over the impact influencers should have on political discourse. They shine a bright spotlight on the longstanding need for transparency in our political communications. Hannah Ferguson and Mark Bouris are cousins to other influencers who have released similar interview series. This is part of a larger trend of merging independent journalism with social media platforms.
AEC’s Review Process
The AEC is currently considering content from emerging creatives like Sam Fricker. Most recently, he hosted opposition leader Peter Dutton to council and attended Canberra’s recent budget reply speech from Dutton’s showy new wig. Fricker’s question is typical of the hundreds of inquiries that the AEC responds to each day. The commission takes a proactive approach to closely review every issue that is assigned to it. It remains vigilant to the line between real editorial content and sponsored promotional materials.
Despite these complaints, the AEC has recognized that news or editorial content should be exempt. An AEC spokesperson told us, “At this stage, we have no evidence that Mr Albanese or Mr Bandt had any creative control over the questions asked.” That means that best practice influencers such as Chatfield have editorial freedom to dictate the terms of their engagement with politicians.
“This content does not require an authorisation.” – A spokesperson for the AEC
The AEC stressed that many tweets and other social media posts from influencers now meet the definition of news. They are equally valid as genuine editorial content. This distinction is important because it serves as a key to unlock influencer participation in political discourse while avoiding more robust authorisation mandates.
Implications for Influencers
The guidance issued by the AEC is a big deal for social media influencers who will find themselves going through all the twists and turns of becoming politically engaged. Labor’s recent invitation for influencers to attend the Federal Budget lock-up underscores the party’s recognition of this evolving landscape. As influencers make more and more effort to shape political discourse, knowing the rules that govern their content will be key.
As Evan Ekin-Smyth from the AEC noted, the requirement for authorisation wouldn’t apply to every single post. He did express concern with cross-posting, particularly when it occurs on the pages of political organizations or candidates. “We were looking at the original interview – there’s still a question there about the cross-posting, particularly when it comes to how that appears on the pages of the political entities or participants themselves – so there’s still a question there that we’re looking at,” Ekin-Smyth explained.
This current examination reveals that influencers have much more leeway when it comes to developing content. Other parts are ambiguous and will likely require further clarification from the federal agencies that regulate them.
Future Considerations
As influencer-led political engagement becomes more widespread, the need for establishment-provided clarity will be increasingly urgent. The AEC’s decision on Abbie Chatfield will set an important precedent for how similar content is treated in the future. It’s up to influencers to remain aware of and educated on this evolving regulatory landscape. This knowledge is important as they lobby and educate themselves on political candidates and topics.
The commission intends to continue to refine its review process. Platforms like Twitter, Facebook, and YouTube are increasingly exercising their power as gatekeepers to control public discourse. The potential requirement for political parties or politicians to authorise co-posted videos on social media remains a critical area of focus for the AEC.
