Groups in Victoria spent more on online advertising than parties — Populares estimate
In the Australian state of Victoria, political advertising is being circulated on social media less than 100 days before the election. The Fix Victoria group uses artificial intelligence-generated images in its videos, while Better Victoria promotes a contrast between the Labor government’s initiatives and investment in roads, schools and hospitals. As The Guardian World reports, the funding sources of both groups have not been publicly disclosed.
Advertising spending
Fix Victoria’s videos show AI-generated scenes of a man with a machete attacking a petrol station worker, a woman giving birth on the side of a road, and a stream of water pouring down the steps of the state parliament. The advertisement links the latter image to a forecast that Victoria’s debt will reach A$199 billion over the next four years.
According to advertising agency Populares, Fix Victoria spent just under A$100,000 on Google and Meta advertising in August. This accounted for about a quarter of all election-related advertising spending that month. Better Victoria spent about A$40,000, according to the agency’s estimate. Both groups spent more on social media advertising than the Liberal Party, teal independents and One Nation.
Fix Victoria also aired a video on Channel Seven during the AFL match between the Western Bulldogs and Collingwood on August 28. Advertising expert Ed Coper said the cost of such placement could have reached tens of thousands of dollars.
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Groups’ ties
Fix Victoria was registered in early August by Deborah Henderson, who until June had been deputy executive director of the conservative think tank Institute of Public Affairs. Communications director Andrew Hodgson and advocacy head Gideon Rozner also previously worked at the think tank. Fix Victoria representatives said the organisation is separate from the Institute of Public Affairs and focuses on crime, corruption and debt.
Better Victoria’s registration records list lawyer Ronald Holzer as secretary. He said he performs only an administrative role, while a group representative declined to name its leaders. According to him, Better Victoria is funded by member donations, and donor information will not be disclosed.
Election rules
Victoria’s legislation does not require groups to register as third-party campaigners unless they directly support or oppose a party or candidate. Centre for Public Integrity executive director Catherine Williams noted that disclosure requirements do not apply under such conditions. Transparency International Australia chief executive Clancy Moore said Fix Victoria’s advertising was, in his view, clearly intended to influence voting, although the group formally does not meet the legal threshold for a third-party campaigner.
