Terri Irwin, the matriarch of Australia's famous wildlife conservation family, has disclosed a remarkably strict protocol governing how the Irwins present themselves online. The 61-year-old revealed that she, her son Robert, 22, and daughter Bindi, 27, are forbidden from posting anything on social media without first getting approval from another family member.
The Family Vetting Process
Speaking on the podcast The Apple and The Tree with hosts Richard and Christian Wilkins, Terri explained the reasoning behind this internal rule. The family goes to significant lengths to ensure every public post aligns perfectly with their carefully cultivated brand and core values, which are centred on wildlife conservation and family-friendly content.
"None of us ever post on social media without running it past the other one," Terri stated. She admitted that the system is particularly helpful for her, as she sometimes misses modern nuances. "Sometimes there's some dumb thing that I've missed, or as a boomer, I say everything wrong," she joked, giving an example. "So they [Robert and Bindi] will go: 'Oh, you can't do that with your hands, it looks like a gang sign,' and I'm like, 'Oh, my goodness. Oh, I didn't know that.'"
When the System Fails: The 'F-Bomb' Incident
Despite this rigorous approval process, the family admits that occasional slip-ups still occur. A recent, humorous example involved a video posted for Robert's 22nd birthday on Monday. Bindi created a celebratory post featuring a funny skit set to a trending TikTok sound.
The clip showed Bindi pointing off-screen and saying, "Woah, a turtle." Robert corrected her, insisting, "That's a tortoise." After a brief back-and-forth, a clearly annoyed Bindi retorted, "That's a fu—" before the video cut off abruptly. The implied sentence was "That's a f***ing turtle."
The video was live on Bindi's Instagram page long enough for outlets like the Daily Mail to view it, but was swiftly deleted by the family, demonstrating their quick action when content breaches their standards.
A Brand Built on Careful Curation
This strict policy is fundamentally a brand protection strategy. The Irwin family, stemming from the legacy of the late Steve Irwin, has built a global reputation on enthusiasm for wildlife, conservation education, and wholesome entertainment. A single misstep or embarrassing blunder going viral could potentially damage that image.
The rule highlights the immense pressure and scrutiny faced by modern celebrity families in the digital age, where every post is permanent and subject to global interpretation. Their approach treats their collective social media presence as a professional extension of their life's work.
This revelation comes fresh off a major professional high for Robert Irwin, who recently won the US version of Dancing With The Stars alongside professional partner Witney Carson. He triumphed over a competitive field including influencer Alix Earle and Olympic gymnast Jordan Chiles, thanks to a combined score from judges and public votes.
