The AEC has released influencer guidelines ahead of election

The Australian Electoral Commission (AEC) has published an updated set of rules for social media influencers, noting the “increasing role” of influencers in political life.

It follows an AEC investigation into Abbie Chatfield’s recent podcast interviews with Prime Minister Anthony Albanese and Greens leader Adam Bandt.

The AEC concluded Chatfield did not breach any electoral laws.

AEC

The AEC manages Australia’s electoral matters.

Under national laws, it has the power to crack down on misinformation relating to the voting process, such as registration and how votes are counted.

However, it does not have the power to regulate truth during an election campaign. A 2023 Senate committee recommended “truth in political advertising” legislation, although the government has not adopted the proposal.

Authorisation

Some political content requires authorisation, which acknowledges that the content could influence the way someone votes.

Authorisation is needed when:

1. Payment is made for the content.

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1. The content is on behalf of a party, candidate, or registered organisation — such as a business group, professional body, or union.

Cross-posting

Today, the AEC provided updated guidelines on ‘cross-posting’ or ‘collab’ posts between politicians and influencers.

An influencer’s video or reel would need authorisation if it was to be cross-posted with a politician.

However, the politician is required to add the authorisation, not the influencer.

The AEC said it is working to communicate this “technical aspect” with politicians and candidates directly.

Social media

In a statement, the AEC recognised that content creators have a growing role in the run up to an election.

“Social media influencers play an increasing role in informing and educating the public about politics and Australia’s electoral system”.

The AEC noted that compliance with authorisation has been “good”.

“In almost all cases breaches have been relatively quickly rectified when requested by the AEC.“