by Lucy Fisher
Do we really need a $20 million taxpayer-funded advertising campaign about how the government is managing the fuel crisis?
My unpopular opinion, despite criticism from the opposition and public concern about overspending, is yes.
We live in an online age where misinformation is rife, and the rise of AI slop has made it even harder for people to find the facts.
In times of crisis our governments have a responsibility to inform and educate. We need them to deliver important messages and encourage certain behaviours.
As AI makes it ever easier to produce the content that floods social media channels and often shapes mainstream news, we need government-backed campaigns more than ever.
They are going to come at an increasing cost.
That’s because there are few alternatives to large-scale advertising that enable governments to ensure, as they must, people are actually getting the message.
They can rely on public relations – holding a press conference, appearing on the news or radio, doing interviews. This generally comes at the lowest cost but relies on the public actually tuning in to news.
A recent report from the Australian Media and Communications Authority shows that Australians are consistently consuming less traditional media, making them harder to reach that way.
The government could also put information on their websites, and regularly does, but this is only helpful if people are visiting government websites unprompted. How many of us are doing that?
An advertising campaign reaches a high proportion of Australians and, most importantly, allows the same consistent messages to be shown across television, social media and outdoor advertising.
This is vital when we see social media filled with AI-generated videos showing fake information and sharing inaccurate advice, which ultimately spreads mistrust and fear.
Government advertising ensures consistent and accurate messages to everyone – crucial in times of crisis.
Not that it always hits the mark, as we saw with the backlash to some of the government’s tips on ways Australians could improve petrol efficiency.
Some, such as taking roof racks off and removing excess weight from your car, seemed logical, but others like not waiting for the second click at the petrol pump appeared slightly desperate.
Unsurprisingly, it swiftly inspired many memes and comedic takes on social media.
However, within the advert was a really important graphic illustrating that Australia was now at Stage 2 of 4 in the National Fuel Security Plan.
The government has undoubtedly been working to shore up supplies, but if we need to move to stages 3 or 4 there will be a significant impact on the lives of everyday Australians.
Clear, accurate, timely information will become even more critical.
Frankly, $20 million is a drop in the ocean when it comes to government ad campaigns.
In 2024–25, the government spent $265.3 million on advertising, with the most expensive campaign for the year the Australian Defence Force’s recruitment drive, which cost $42 million – double the amount of this fuel crisis campaign.
The record for an Australian government spend on advertising was in 2021 with $328 million, including public health messaging around COVID and vaccinations.
Given the level of misinformation surrounding COVID, many would argue it was a necessary, if expensive evil.
If the fuel crisis worsens, the real question won’t be why the government spent $20 million on advertising, but whether it did enough to ensure Australians understood what was happening and how to respond.
In an environment where misinformation spreads faster than facts, silence can be far more costly than communication.
- Lucy Fisher is a public relations and communications expert and Senior Teaching Fellow at Bond University.