Family First SA naming clash settled by Electoral Commission

A row over who gets to use the brand Family First has been settled as the umpire’s decision appears to rule one of the groups out of the election.

The battle of two competing Family First parties has been settled – for now – after one was denied registration due to non-compliance and naming issues.

Family First South Australia, known as SA Family First, took its fight to become a registered political party to the South Australian Civil and Administrative Tribunal after its application was rejected by the electoral commission.

The group, which is not associated with the original Family First Party and formed in early 2021, wanted to register as a party so it could run candidates in the March state election.

However, Electoral Commissioner Mick Sherry used his discretionary powers to refuse its application after deeming its name was too similar to the Family First Party and could confuse voters.

He also determined the outfit had failed to meet a registration prerequisite that required potential parties to provide the details of at least 200 members.

SA Family First lodged 266 names with its application however some were double entries and others did not correspond with the electoral roll.

Former Labor MP Tom Kenyon quit his old party to start a new Family First with former colleague Jack Snelling last year. Picture: Tait Schmaal

The group asked the SACAT to review the decision however the tribunal affirmed that SA Family First had not met the membership requirement and therefore the commissioner’s refusal was valid. It said given this finding, it was also not necessary to review the commissioner’s decision to use his discretionary powers in relation the name.

Registrations have closed for new party applications but SA Family First registered agent Megan Lavender said the group was reviewing its options and hadn’t ruled out a Supreme Court challenge.

“We’re concerned about the way this has unfolded,” she said.

Former Labor ministers Jack Snelling and Tom Kenyon in late July announced they had quit the ALP to lead a resurgence of Family First, with the blessing of the party’s founder Andrew Evans.

Mr Snelling, who had previously flagged his party would object to the use of the name SA Family First, said he was “pleased but not surprised” by the decision of the commissioner and the SACAT.

The Family First Party has existed as an incorporated association since 2002 and “Family First” is a registered trademark.

Mr Snelling’s application to register as the Family First party was approved last week.