31/03/2026
A major new study released today by the ADM+S reveals how opaque and unregulated online political advertising has become in Australia.
Drawing on 22,000+ real ads collected directly from votersâ smartphones, the 2025 Australian Election Advertising on Social Media report provides rare insight into what Australians actually saw on platforms like Facebook, Instagram and TikTok.
Read the full report: https://apo.org.au/node/332660
Key findings:
⢠Political ads are often invisible to public scrutiny
⢠Widespread use of misleading and decontextualised claims
⢠Growth of astroturfing, with lobby groups posing as grassroots organisations
⢠Evidence of scam ads, impersonation, and emerging AI-generated content
As lead researcher Prof Daniel Angus explains:
âOnline political advertising is largely invisible⌠voters are being targeted with messages that are difficult to track, poorly disclosed, and often misleading.â
The research was enabled by the Mobile Online Advertising Toolkit (MOAT), developed with the Australian Internet Observatory, enabling researchers to capture real-world ad exposure beyond platform ad libraries.
The report calls for urgent reform, including:
âď¸ Truth in political advertising laws
âď¸ Real-time disclosure of funding and donors
âď¸ Stronger platform accountability
âď¸ Investment in independent monitoring infrastructure
Australiaâs electoral laws were designed for an analogue era. This research shows why they must evolve to keep pace with digital campaigningâand to protect democratic integrity.
This research was conducted by ADM+S nodes at QUT (Queensland University of Technology), QUT Digital Media Research Centre, Monash University, The University of Queensland, and The University of Melbourne
We also acknowledge and thank the Susan Foundation for their support in participant recruitment, which made this research possible.