During a recent discussion, Australian politician Monique Ryan revealed that she has not given much thought to the clear labeling of paid influencer content in political advertising. The dialogue proved to be a great start in thinking about how this type of content can shape social media. As the country prepares for the 2025 general election campaign, the stakes have gotten even higher.
Ryan’s comments couldn’t have come at a more critical moment. The Australian Electoral Commission (AEC) today released new guidelines that politicians should print a political authorisation on paid influencer posts. This specific requirement, though, would help voters know who is funding the messages they see on social media platforms.
Prolonged Exchange on Political Advertising
The exchange was kicked off when Ryan, recognizing that she hadn’t thought deeply about the issue of paid influencer content disclosure, made this tweet. “I have to give it thought. It’s not something I have given great thought. I haven’t engaged in anything in it,” she remarked during the discussion. This announcement opened up more discussion about the role that politicians and influencers should have in honest disclosure to voters.
Ryan’s admission is nothing short of an apocalypse for the political advertising industry as we know it in the digital age. This year, election campaigns are more reliant on social media platforms than ever before. This transformation renders clarity and transparency in advertising all the more important. Ryan indicated that this issue may warrant deeper examination, stating, “I think media diversity and the way that our media works in this country is something that would certainly merit greater examination and something we can talk about.”
This is especially acute as Australia prepares for its own federal elections, due May 3, 2025. The AEC has called for more robust action. They’re trying to protect voters’ ability to easily and quickly know who is paying for what political message.
The Role of the Australian Electoral Commission
The AEC’s guidelines emphasize the importance of authorisation statements in social media posts created by influencers on behalf of political campaigns. An AEC spokesperson explained, “It would only be a technical question of whether the specific statement meets the requirements.” This quote highlights the growing attention to compliance and accountability as a priority within the field of electoral campaigns.
Additionally, the AEC provides voters confidence that these measures are aimed at increasing transparency regarding influence over communications in political advertisements. What is important to understand is that electoral laws do not prohibit paid content that includes third parties. Such a regulatory framework would establish a clear process for ongoing collaboration between policymakers and social media influencers, but hold the latter accountable.
In reaction to these developments, new Independent member Allegra Spender, another great political success story in 2022, claimed that their campaign’s tactic was completely within the AEC’s requirements. “We pay to generate the content we put to the voters. Not sure there’s an issue there,” she stated confidently, indicating her team’s commitment to maintaining transparency.
Influence of Social Media on Political Campaigns
The discussion about paid influencer content being included in political advertising is part of a wider discussion about the impact of media on democracy and engagement with young voters. Ryan remarked on the prevalence of such practices, suggesting that “I think that’s potentially been happening for a long time.” Her acknowledgement marks a welcome change that reflects a deeper and broader understanding of how social media has drastically changed the shape of political discourse and voter outreach strategies.
Today, influencers are helping the industry change minds and shape public opinion more than ever before. Their collaborations with political campaigns are sure to incite more #pushback than tussled tweets and blogposts ever can. The next election campaign in 2025 will provide a critical window for candidates to rise to these challenges and address them in the right direction.
