Getting Ready for Political Advertising During the Australian Federal Election

As Australia gears up for its next federal election, political advertisers are facing an increasingly complex environment. Between changing regulations, multiple advertising platforms, and skyrocketing campaign budgets, there's a lot to navigate. If you're involved in political marketing, now is the time to understand the rules, look at past spending trends, and, most importantly, focus on strategies that will genuinely influence voter behaviour.

The Rules: What You Need to Know

Political advertising in Australia comes with a set of strict rules designed to keep things fair and transparent. Here’s how they break down across different mediums:

TV & Radio: Under the Broadcasting Services Act 1992, political ads must clearly state who’s behind them. This is all about accountability, making sure voters know exactly where the message is coming from.
Print Media: The same rule applies to newspapers and magazines—ads must include the name and address of whoever is authorising them.
Digital & Social Media: With online advertising growing rapidly, platforms like Facebook and Google now require political ads to disclose their funding sources. The Australian Communications and Media Authority (ACMA) also oversees compliance, helping to crack down on misinformation.

The Challenges of Digital Political Advertising

Advertising in the digital space brings a unique set of problems:

Misinformation & ‘Dark Ads’: Targeted political ads—sometimes known as ‘dark ads’—are only visible to select audiences. This makes it easy to spread misleading information without public scrutiny, something that’s been a major concern in recent elections worldwide.
Deepfakes & AI-generated content: The rise of artificial intelligence means it’s easier than ever to create fake videos or audio clips that can mislead voters. Some lawmakers are now pushing for stricter regulations on AI-generated content to prevent these kinds of deceptive tactics.

How Much Are Political Parties Spending?

Political advertising in Australia is big business. Here’s a snapshot of recent spending:

2019 Federal Election: Clive Palmer’s United Australia Party (UAP) spent nearly $70 million on ads, outspending even some of Australia’s biggest corporations.
2022 Federal Election: The Australian Labor Party poured over $5 million into social media advertising in the two months before the election.
2025 Federal Election: With the upcoming election, millions are already being invested. Groups like Advance and Climate 200 are planning major campaigns, while Clive Palmer has announced he’ll spend a staggering $90 million through his new party, the Trumpet of Patriots.

The Most Effective Political Advertising Strategies

With all this money being spent, the big question is: what actually works? Here are some proven strategies, backed by local and international examples:

1. Micro-targeting & Data Analytics

Data-driven, highly personalised messaging can make all the difference. Donald Trump’s 2016 campaign, for example, used Project Alamo to micro-target voters with incredibly specific ads, influencing key swing states.

2. Emotional & Fear-based Appeals

Ads that tap into emotions tend to stick with people. A classic example is Lyndon B. Johnson’s 1964 ‘Daisy’ ad, which played on the fear of nuclear war to sway voters away from his opponent.

3. Influencers & Social Media Engagement

More campaigns are leaning on influencers and digital personalities to spread their message. Trump’s 2024 campaign, for instance, focused heavily on podcasts and influencers to engage younger, less traditional voters.

4. Negative Advertising & Opposition Research

Highlighting opponents’ weaknesses is a time-tested political strategy. A striking example from the 2024 U.S. election was Trump’s ad targeting Kamala Harris over her stance on taxpayer-funded gender reassignment surgeries for prisoners, which moved the needle in his favour by nearly 3 percentage points.

5. Grassroots Mobilisation

Despite being mocked for his supposed lack of a ground game, Trump’s 2024 campaign focused on mobilising Latino, Black, and Asian-American voters through micro-targeted outreach, ultimately proving effective.

What Should Political Advertisers Do Now?

If you’re working on a political campaign, preparation is key. Here’s what you should be focusing on:

Know the rules: Make sure your ads comply with Australia’s electoral laws and each platform’s policies.
Be transparent: Clearly disclose your funding sources—voters are more likely to trust an honest campaign.
Stay flexible: Monitor your campaign’s performance and adjust based on public response and emerging trends.
Avoid misinformation: Stick to facts and avoid misleading or deceptive messaging—trust is everything in politics.

With the federal election on the horizon, now is the time for political advertisers to fine-tune their strategies and make sure their messages resonate with voters. Whether it’s through data-driven targeting, emotionally compelling content, or influencer partnerships, the key to success is authenticity, precision, and adaptability.

Do you need a political media agency that understands the political landscape? Contact Glenda Wynyard to discuss your needs. The Media Precinct are experts in media consumption insights and data-driven political advertising strategy, political content, community management and voter targeted campaigns that deliver real results in a rapidly evolving political landscape.