Unlike with consumer laws, which prohibit businesses from making false or misleading representations, political advertisers are not held to the same account.
87% of Australians want to see truth political advertising laws, but the government refuses to pass them.
In lieu of these laws, Zali Steggall OAM MP has introduced the Ethical Political Advertising Code to protect voters from lies in political advertising this election.
The Ethical Political Advertising Code (EPAC) is a self-regulatory initiative designed to promote transparency, accuracy and authenticity in political advertising in Australia.
EPAC seeks to address critical gaps in current legislation, including the absence of requirements for factual accuracy and safeguards against AI-generated content that can mislead voters.
The goal of the Code is to provide Parliamentarians, candidates and interest groups with clear guidelines to ensure their advertising shares credible information, builds trust with the public and supports voters in making informed and accurate decisions during elections.
By voluntarily adopting EPAC, MPs, candidates and interest groups demonstrate their commitment to maintaining integrity in political discourse.
THE PLEDGE
EPAC is open to parliamentarians, candidates and special interest groups.
Those who have pledged to comply with the Code can include the following statement on their advertisements:
I have voluntarily agreed to the Ethical Political Advertising Code. Claims are truthful, factual, substantiated, and authentic. If any content has been generated or altered by artificial intelligence, it has been clearly labelled.
THE CODE PRINCIPLES
All claims must be supported by valid, reliable and precise evidence.
Clear language should be used, with explanations provided for technical terms.
Comparisons must be based on verifiable facts, and any scientific claims should reflect the full body of evidence (not cherry picked).
Additional context, such as limitations or conditions, must be disclosed to avoid misleading implications.
CREDIBLE
ACCURATE, NOT MISLEADING OR DECEPTIVE
Advertisements must only use genuine and accurate endorsements.
Disinformation, false testimonials or rumours must not be used.
Any AI-generated or manipulated content must be clearly labelled and must not mislead or deceive the public.
Political advertising must be truthful and factually accurate.
Claims must not mislead or deceive the public, whether by omission, ambiguity or exaggeration.
If presenting an opinion rather than a fact, it must be clearly identified as an opinion
PRECISE AND SUBSTANTIATED
SUPPORTERS
“We know it is possible to outlaw misleading political advertising because South Australia has done it for forty years - and they enjoy a better quality debate because of it.
If the Government had prioritised truth in political advertising reform, we wouldn't need voluntary codes and individual action. However, in the absence of law reform, I welcome MPs and candidates committing to a voluntary honesty code.”
“Recent elections around the world have shown us how misinformation and disinformation spreads like bushfires, corrupting public debate and misleading voters.
In the absence of legislation to enforce truth in political advertising ahead of the next federal election, this Code is a step in the right direction. Voters should be able to make informed decisions at the ballot box that are based on accurate, precise and credible information.”
Take the pledge to support EPAC
If you’re a parliamentarian, candidate or special interest group and would like to take the pledge to honour EPAC, please reach out
Seen something? Say something
Report misleading, deceptive or incorrect political advertising to the AAP Fact Check