Auditor-General finds state laws lag behind digital advertising use

The Victorian Auditor-General’s Office found that state laws governing government communications have not updated since 2017, failing to keep pace with increased social media use. The report noted that social media influencers promoting state initiatives sometimes failed to disclose that their partnerships were paid advertisements. Furthermore, the auditor-general highlighted that videos produced by government departments must be attributed when used by politicians.

Digital channels now represent the largest advertising expenditure for the Victorian government, spending about $40 million in 2024-25. The lack of consistent rules across departments regarding influencer disclosure and the use of departmental content raises questions about transparency in how public funds are promoted.