Coalition Intensifies Social Media Assault on One Nation Before Farrer Byelection
The Coalition parties have initiated a significant negative advertising blitz aimed at One Nation across social media platforms, strategically timed ahead of the crucial Farrer byelection scheduled for 9 May. This aggressive campaign involves the creation of obscure Facebook pages and targeted ads that criticise the populist right-wing party, highlighting issues such as candidate selection chaos and the employment of a convicted rapist.
Liberals Launch 'One Nation. No Solutions' Page
The Liberal party has established a dedicated Facebook page titled 'One Nation. No Solutions', accompanied by a website that accuses One Nation of lacking viable policies and experiencing internal turmoil. Authorised by Liberal campaign director Andrew Hirst, these ads began circulating on 15 April and have already garnered up to 170,000 views on Facebook and Instagram. The campaign represents a shift towards a more confrontational approach by the conservative major parties against the insurgent threat posed by One Nation.
Focus on Controversial Employment and Candidate Issues
Central to the negative ads is the criticism of One Nation's decision to employ Sean Black, a convicted rapist, until recently. The ads question the party's judgment, with messages like 'Why would One Nation re-hire a convicted rapist to run its national campaign?' and 'Are One Nation worth the risk?'. This narrative is reinforced by references to headlines from The Australian and the ABC, amplifying the scrutiny on One Nation's ethical standards.
Additionally, the Liberals have reactivated a page from the 2025 election, 'Teals Revealed', to target independent candidate Michelle Milthorpe, who is backed by Climate 200. These ads claim she aligns closely with the Greens, aiming to sway voters in the crowded byelection field that includes the Liberals, Nationals, One Nation, and Milthorpe.
Nationals Join the Fray with Critical Ads
The Nationals have also entered the negative advertising space, running ads on their main Facebook page that condemn One Nation's association with Black. One ad states, 'There's no place in Australian politics for anybody convicted of violent sexual assault', and has been viewed approximately 100,000 times since its launch on Monday. This coordinated effort underscores the Coalition's unified strategy to undermine One Nation's credibility.
Political Context and Polling Implications
The Farrer byelection, triggered by the resignation of former Liberal leader Sussan Ley, is a high-stakes contest. A March poll by the Australia Institute indicated that 29% of Farrer voters support One Nation, 23% back Milthorpe, and 19% favour the Liberals. Losing this seat, historically held by the Liberals or Nationals since 1949, could weaken opposition leader Angus Taylor's parliamentary position.
In a strategic move, the Liberals and Nationals will preference One Nation ahead of Milthorpe, potentially hindering the independent's chances. Party sources suggest that while the negative ads may not affect loyal One Nation supporters, they could influence undecided or 'soft' voters, as evidenced by a slight dip in One Nation's poll numbers following media coverage of the Black controversy.
Broader Trends in Australian Political Campaigning
This campaign reflects a growing trend in Australian politics where parties use unbranded social media pages to disseminate negative messages, allowing them to distance themselves from overtly aggressive tactics. By focusing ads on voters' news feeds without immediate party affiliation, campaigners aim to maximise impact while maintaining plausible deniability.
One Nation has downplayed concerns about the negative campaign, with senior sources believing similar strategies backfired in past elections. However, the Coalition's concerted effort highlights the escalating tensions in the lead-up to the byelection, setting the stage for a fiercely contested vote on 9 May.
