NSW’s latest news Instagram account has an unlikely group behind it: the Labor party

NSW Labor has set up an Instagram account called nswnewsroom that presents political posts in the style of a news source, with limited party branding. The account’s affiliation was disclosed in its bio, but only after a newspaper reported on it, renewing concerns that voters may mistake political messaging for independent news.

Experts say Australia’s political communication rules leave a gap for unpaid social media posts, which do not face the same authorisation requirements as paid advertisements. Similar accounts have appeared in Victoria: Labor’s “Don’t Risk It Vic” page spent $67,138 promoting posts from 31 October to 6 November, the highest amount by a political advertiser in the country that week. Journalism professor Monica Attard called for political parties to disclose their affiliations clearly and consistently.