ABC calls out own host for ‘moonlighting’

One of the ABC’s most high profile presenters has been publicly called out after his new “moonlighting” gig left a fellow presenter “stunned”.

A high profile ABC host has been hauled over the coals by his own employer after his new side gig for an insurance company was revealed, with a colleague accusing him of “moonlighting at the expense of the ABC’s integrity”.

The ABC’s Media Watch program on Monday night said it was “astonishing” that ABC News Breakfast host Tony Armstrong had failed to get the all-clear from network bosses before he became the voice of NRMA Insurance.

Taxpayer-funded, the ABC has frowned on most staff – but particularly high profile presenters – appearing in paid private adverts.

Former AFL player Armstrong debuted on ABC News Breakfast as a sports presenter in 2021. He has since enjoyed a meteoric rise to fame, has won two Logies and is fronting his own television series.

Armstrong announced he was quitting the breakfast program last week, with his final show on Friday.

But he still has other projects with the ABC.

“It’s a shame this moonlighting at the expense of the ABC’s integrity is what we’re talking about in his final week on News Breakfast,” said Media Watch host Janine Perrett.

The NRMA ads, which he voiced, have been on TV screens since July, including during the Olympics. Armstrong’s distinctive tones even appeared on sponsorship credits during programs on rival network Channel 9.

NRMA Insurance, which is part of IAG Group, publicised its new campaign when it launched with several articles in ad industry publications.

These articles included, for instance, the name of the band that had performed the song on the campaign – but Armstrong’s involvement was not noted.

Voice aside, he doesn’t appear physically in the ads.

Tony Armstrong has enjoyed a huge career boost at the ABC. (Photo by James Gourley/Getty Images for TV WEEK)

He’s nabbed two Logies for his ABC work. (Image/Josh Woning)

‘Stunned’

“Tony’s arguably one of the ABCs biggest stars,” said Perrett on Monday’s episode.

“He’s not only on the breakfast TV couch, he’s appeared at night on a new sports show, he’s one of many appearing in ABC News promos and is the face of a new five part series.

“So we were stunned when we got confirmation that Tony was selling an insurance company as well”.

Media Watch hoist Janine Perrett was not amused. Picture: ABC.

‘Astonishingly, he did not’

The ABC’s editorial guidelines do not outright ban staff from doing commercial work but it asks them to “quantify the risk” of doing so.

Indeed household ABC stars, such as Annabel Crabb, earn some extra cash by doing corporate MC gigs.

“(But) voicing commercials is a whole different game,” said Perrett.

The public broadcaster’s guidelines state that “high profile presenters are often seen as faces or voices of the ABC”.

“Any work that involves endorsing a commercial product or service is extremely high risk,” the guidelines add.

“For all external work, you must … obtain approval from your manager”.

Perrett said that Media Watch had asked the ABC if it knew of Armstrong’s work for NRMA Insurance and if he had been given approval to voice the ads.

“Astonishingly, he did not,” she said.

Tony Armstrong did not respond to Media Watch. Picture: ABC

ABC responds

In a statement, the ABC said the voiceover was done without its knowledge and added this was due to a “misunderstanding,” with Armstrong’s representatives external to the ABC.

“A misunderstanding?” said Perrett, witheringly.

“How any ABC reporter could voice a commercial for one of the biggest brands in Australia and not think that is a conflict, is beyond us.

“If this is not a breach of the guidelines on external work, which says you must seek approval from above, we don’t know what is”.

Tony Armstrong (top left) with his ABC News Breakfast co-hosts prior to Lisa Millar’s departure. Picture: ABC

Media Watch said Armstrong had not responded to its request for comment.

“Tony is a high valued employee and has the ABC’s full support,” the ABC said in its own statement.

It added that Armstrong’s representatives, “have been provided a copy of the external work guidelines and reminded all ABC employees are required to meet them”.

Last month, Tony Armstrong covered the Coles logo on a shopping bag on ABC New Breakfast citing “editorial standards”. Picture: ABC.

Last month, ABC News Breakfast host Michael Rowland inadvertently risked breaking the broadcaster’s editorial standards by pulling a paper bag with prominent Coles branding from behind the sofa.

On that occasion, Armstrong put his hand over the supermarket’s logo and declared “Hey, editorial standards — I’ve got them.”

On September 24, Armstrong announced on air he had “retired from News Breakfast.”

“I just want to thank Brekky and the broader ABC News team for welcoming me in with open arms and helping me grow over the past few years,” he added.

“[It] feels like I’ve been on a bit of a rocket ship.

“I’m going to miss the couch. Not the alarm, but I’ll miss the couch. And, yeah, I’ve had such a ball. I’m going to miss everyone but, um, yeah. You’ll still see me around.”

His final show is this Friday.