Digital political advertising played a major role in the 2025 Australian Federal
Election, with an estimated $49.5 million spent on Meta and Google platforms in just
six weeks.
Energy policy was a dominant theme, with pro-climate groups significantly
outspending their anti-climate counterparts—$2.4 million vs $640,000—and making
energy a key issue, especially in marginal suburban seats.
Labor was the largest spender, outpacing the Coalition, particularly in the final phase
of the campaign. Meanwhile, Clive Palmer’s “Trumpet of Patriots” poured millions into
digital ads with little electoral return.
Non-party campaigners—particularly unions, climate advocacy groups, and industry-
backed organisations—played a powerful role, sometimes overshadowing official party messaging.
Despite concerns seen in other democracies, no major incidents of disinformation or
AI abuse were observed, though some limitations in platform transparency remain.
Policy recommendations include:
- A unified transparency standard across platforms.
- Clear expectations for platform conduct during elections.
- A review of the impact of third party advertising.
- New oversight of influencer and verified account-based campaigning.
- Ensuring diversity and fairness in the digital political ad market.
- National truth in political advertising laws.