A cohort of social media influencers is facing intense criticism after participating in a lavish brand-sponsored trip to Uluru, the sacred Aboriginal site in Australia's Red Centre.
The event, organised by a beauty brand, has been condemned as culturally tone-deaf and disrespectful to the Anangu people, the traditional owners of the land, for whom Uluru holds profound spiritual significance.
A Storm of Criticism on Social Media
Backlash erupted online as images and videos from the trip circulated. Critics were quick to point out the stark contrast between the influencers' luxury experience and the site's deep cultural importance. The monolith was officially closed to climbers in 2019 out of respect for Indigenous beliefs.
Many social media users accused the participants of perpetuating cultural appropriation, using a sacred landmark merely as a glamorous backdrop for sponsored content and product promotion.
The Influencers' Content Sparks Outrage
Posts from the influencers, featuring choreographed dances, fashion shoots, and lavish displays at the base of the rock, were deemed particularly offensive. Commenters flooded their posts, calling the behaviour ignorant and demanding greater awareness and respect from brands and content creators.
The controversy highlights the ongoing tension between influencer marketing ethics and the respectful engagement with culturally significant locations and heritage sites around the world.
