Regulatory Gaps Exposed in Government Social Media Spending
A comprehensive report released on Tuesday by the Victorian Auditor-General’s Office (VAGO) has identified significant failures in how state government communications are managed, particularly regarding the use of social media influencers and the blurring lines between official government advertising and political campaigning. The findings have triggered a probe into the Metro Tunnel project's promotional activities, highlighting systemic issues that have persisted since state communication laws last failed to keep pace with digital advancements in 2017.
The investigation reveals that social media influencers spruiking the Metro Tunnel project did not properly declare their paid partnerships, a breach of transparency standards that has drawn scrutiny from auditors. VAGO reported that videos produced by government departments should be explicitly attributed when used by politicians, yet this rule was frequently ignored across multiple agencies and political figures.
The report highlighted the inherent tension over separating government and political advertisements, noting that every Member of Parliament maintains their own social media pages which often serve as a conduit for state-funded messaging. This lack of separation is compounded by the sheer scale of digital spending; digital channels have now become the Victorian government’s biggest advertising expenditure, with approximately $40 million spent in the 2024-25 financial year alone.
Specific Instances of Unattributed Content
VAGO pointed to specific examples where taxpayer-funded content was shared without proper attribution. A video produced by the Victorian Infrastructure Delivery Agency was shared on both the Metro Tunnel’s official social media accounts and then-transport minister Gabrielle Williams’ personal political feed without attribution to the taxpayer-funded source.
Similarly, a social media post for the activity centres program listed the Department of Transport and Planning as a co-author but failed to disclose that it was a paid advertisement. This omission was later addressed during VAGO’s investigation, but it underscores a broader pattern of inconsistent disclosure practices.
The auditor-general stated there are no consistent rules across departments or agencies regarding when influencers must disclose government involvement in their content. This regulatory vacuum allows for significant crossover between material created by taxpayer-funded agencies and content repurposed for politicians’ pages, raising concerns about the impartiality of government communications.
Political Figures and Airport Rail Promotion
The probe also examined the promotion of the Melbourne Airport Rail project. Now-Premier Ben Carroll posted content related to the airport rail initiative, which VAGO noted was shared without attribution to original taxpayer-funded sources. This occurred alongside promotional efforts by other high-profile figures; Premier Ben Carroll, Prime Minister Anthony Albanese, and other ministers spruiked the “second stage” of the airport rail project last month.
VAGO warned about the dangers of this crossover, stating that sharing agency-produced content without clear government branding or strict attribution can lead to repurposing for political purposes. Such practices may weaken public confidence in the impartiality of government communications, as citizens struggle to distinguish between official state information and partisan political advocacy.
Inappropriate Use of Public Resources
Further findings revealed that the Suburban Rail Loop Authority was found to be providing monthly social media content, including “tailored” content specifically for its minister and local MPs. The report stated that creating or adapting content solely for politicians’ personal websites or social media accounts is not an appropriate use of public resources.
This practice is inconsistent with the apolitical requirements of the Act and digital guides, which are designed to ensure government communications remain neutral and informative rather than promotional for specific political agendas. The report stated that state laws around government communications have failed to keep pace with the increased use of social media, including influencers and departmental content on political feeds.
As the probe into the Metro Tunnel project’s promotional tactics continues, the VAGO findings suggest a need for urgent updates to state communication laws. With digital advertising costs soaring and the line between government and politics increasingly blurred, the current framework appears insufficient to maintain public trust in the integrity of official communications.