Free TV Australia is calling for urgent reform of federal election advertising blackout laws, describing them as outdated, anti-competitive and out of step with the digital media landscape.
“The election advertising blackout is a relic of the 1980s, and it’s completely out of step with today’s media landscape,” said Free TV CEO, Bridget Fair.
Under current rules, commercial and national broadcasters are banned from airing political ads from midnight on the Wednesday before election day. Digital platforms, social media and print are exempt.
“It’s absurd that broadcasters are banned from airing political ads in the final days before an election, while unregulated digital platforms are free to flood voters with content right up to, and including, polling day,” said Fair.
Free TV argues the blackout disadvantages broadcasters, as audiences increasingly cast votes early, often after being exposed to online political advertising.
“By election day, close to half of all Australians will have already voted – many after seeing political ads online and on TV. Yet, come polling day, the only place you won’t find a political ad is on television or radio,” said Fair.
“That’s not just outdated, it’s illogical.”
Fair also highlighted the economic impact, claiming the blackout shifts advertising spend to global tech firms not bound by the same rules.
“This is a clear case of regulation failing to keep up with technology,” she said.
“It creates an uneven playing field that harms Australian media businesses who spend more than $400 million a year on news and current affairs funded by advertising.”
Free TV is calling for consistent, platform-neutral rules and supports either scrapping the blackout entirely or extending it to all media.
“Multiple government reviews over the past decade have recommended reform, it’s time to act,” said Fair.
“The blackout no longer serves its original purpose and only penalises the most transparent and accountable media providers in the country.”
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