An organisation that branded itself as an "independent, community-driven association" and launched anti-Labor advertising during the last federal election was entirely financed by a coal industry lobby group, according to recent disclosures. Energy for Australians accepted more than $1 million from Coal Australia, a collective that advocates for coal and includes major mining companies such as Yancoal, Peabody, New Hope, and Whitehaven.
Astroturfing Allegations Surface
Experts have raised concerns that the Energy for Australians campaign exhibits clear signs of astroturfing, a lobbying tactic where corporate interests secretly back groups that present themselves as grassroots movements. Professor Christian Downie from the Australian National University, a specialist in coordinated campaigns against climate action, stated that the group had "all the hallmarks of astroturfing because its name and description give the impression that it is a legitimate community group, when in reality it is a front group funded directly by Coal Australia."
Election Spending and Advertising Impact
Data from Meta's ad library reveals that Energy for Australians expended $135,620 on 62 Facebook advertisements in the lead-up to the 2025 federal election. These ads, which accumulated at least 3.5 million impressions, urged viewers to "switch off Labor" and warned that "if you can’t afford power, can’t afford Labor." Disclosures submitted to the Australian Electoral Commission show that the group declared $1,083,061 in receipts from donors—all sourced from Coal Australia—and $803,495 in election-related expenditures.
Transparency and Public Deception
Claire Snyder, executive director of Climate Integrity, emphasised that it was "not obvious at all" to the public that the advertising was funded by a coal industry group. She questioned, "If companies wouldn’t publish those ideas on their own social media accounts, why are they funding these adverts at all? Energy for Australians is an unknown brand. Now we know who was paying for that partisan political advertising."
Organisational Structure and Denials
Energy for Australians is registered as an incorporated association in New South Wales, with Sydney accountant Samuel Lee listed as its public officer. Lee authorised the advertising using the same address as his firm, Atlas Chartered Accountants. When contacted by the Guardian, Lee claimed he was "not a part of Energy for Australians" and declined to answer questions about the funding, stating he only performed a "commonsense check" on the ad content.
A spokesperson for Coal Australia asserted that their donations to third parties aim to "inject factual awareness and debate on Australia’s energy policies." The spokesperson denied any association with Samuel Lee and maintained that Coal Australia does not engage in astroturfing, arguing that such tactics are ineffective.
Broader Political Influence
Coal Australia has emerged as a significant financier of third-party political campaigns. Previously, the group heavily funded Australians for Prosperity, which targeted Labor, Greens, and independent candidates during the federal election. Additionally, during the Queensland state election, Coal Australia provided $600,000 to a Liberal-aligned thinktank that ran advertisements attacking the Greens.
Calls for Greater Transparency
A cross-party Senate inquiry recently recommended that the government "explore ways" to enhance transparency in political campaigns, particularly concerning third-party groups like Energy for Australians that are funded by corporate interests. This move aims to prevent misleading practices and ensure voters are fully informed about the sources behind political messaging.
