The social media ads that could decide the Dunkley byelection, a key test for Albanese
Victorians are being swamped with bombastic social media advertisements in the lead-up to the Dunkley byelection. It could be a signal of what to expect for the federal election.
Hundreds of thousands of Victorians’ Facebook accounts have been targeted with political advertisements this month ahead of the Dunkley byelection on Saturday, which will be a litmus test for right-wing lobby group Advance Australia.
Advance, which spearheaded the successful campaign against the Voice referendum, splashed a total of $33,900 promoting posts on two Facebook pages between 25 January and 23 February — outspending the Liberal Party’s Victorian branch page. Many of its posts have been extremely critical of Prime Minister Anthony Albanese and his government over the cost of living and border protection, with the group urging voters in Dunkley to “send a message to Labor”.
Economic issues are front and centre of the campaigning on both sides of the political divide. The outcome will be scrutinised by strategists for future campaigning, and the widespread use of such ads could be a sign of what to expect at the next federal election.
The Dunkley byelection will be a critical test for Albanese following his reversal on the stage 3 tax cuts and for Opposition leader Peter Dutton's electability, with the Liberals needing a 6.3% swing to win the seat in Melbourne’s outer southeast. A YouGov poll published on Monday showed the Liberals ahead 51-49 on a two-party-preferred basis, and senior figures in both major parties say the contest will be close.
