Arvind Hickman
Aug 21, 2018

Australia bans use of influencers in government campaigns after 'offensive' posts

Public pressure built up after creators fronting government-funded campaigns were found to have also promoted alcohol brands and diet pills, and made rape jokes and homophobic remarks.

Alen Catak (right): The YouTuber otherwise known as Champ promoted the Air Force
Alen Catak (right): The YouTuber otherwise known as Champ promoted the Air Force

The Australian government has banned the use of influencers from all federal government campaigns after a series of embarrassing exposés involving taxpayer-funded social media stars.

The government was forced to review influencer marketing after talent fronting government campaigns were found to also promote alcohol brands and diet pills, and had made rape jokes and homophobic remarks, on social media.

"The government has recently reviewed the use of social media influencers and determined that they will not be used in future campaigns," assistant minister for finance David Coleman told Sydney tabloid The Daily Telegraph.

The issue highlights the importance of a thorough vetting process to ensure talent aligns with an organisation’s values.

Pressure had mounted on the government for weeks after revelations showed the Health Department exercised poor due diligence in spending $600,000 on influencers in the past 18 months.

Instagram stars were paid thousands to front the 'Girls Make You Move' campaign, an Australian version of Sport England's 'This Girl Can'.

Some influencers that were paid to promote a healthy active lifestyle by the government were also promoting alcohol brands and "performance enhancing" supplements, such as weight-loss pills, to their followers.

Health minister Greg Hunt found the Instagram posts "offensive" and ordered a review.

The Australian Defence Force was also rapped for spending $52,500 on YouTube gaming stars Alen Catak, aka Champ, and Elliott Watkins, to promote the Air Force to teenagers.

The department was slammed by defence minister Marise Payne after it emerged Catak has previously made rape jokes online, called women "sluts" and "whores", and used homophobic and anti-Semitic slurs.

Watkins had previously laughed at references to rape and used flippant references to "cancer" in his videos.

Source:
PRWeek

Related Articles

Just Published

1 day ago

Lalamove launches fast delivery campaign across ...

Lalamove wants to connect more with SMEs as they make up 90% of all business in these cities.

1 day ago

How brands and agencies are celebrating Singapore ...

Agencies and retailers are marking the city-state's 55th birthday with a mix of fun, sales and community giveback.

1 day ago

iQiyi to focus on driving product sales through ...

The Chinese video streamer is ramping up its offline activities like pop-up stores based on their original content.

1 day ago

A rebranding of… the dental clinic

New work by VMLY&R Australia is an ambitious attempt to make trips to the dentist ‘fun’ and ‘hip’.