Retiring MP George Christensen spent $41K on targeted social media ads

Outgoing MP George Christensen spent far more on highly-targeted social adverts than any other Queensland federal MP or candidate.

Queensland voters are being peppered with hundreds of highly-targeted social media advertising, with the state’s federal MPs and top candidates pouring in more than $150,000 this year alone.

But a political communications expert has warned the bulk of the advertising spend online will happen in the last week of the campaign, with voters told to be conscious of unauthorised messaging, dodgy operators and downright false messaging.

Facebook’s advertising transparency register revealed Queensland’s federal MPs and candidates in must win seats, including Flynn and Brisbane, had spent collectively more than $150,000 pushing their messages in the last 90 days.

Retiring MP George Christensen. Picture: Martin Ollman/Getty Images

The bulk of the spending was by retiring Dawson MP George Christensen, at $41,600, followed by Bonner MP Ross Vasta at nearly $10,000 and Petrie MP Luke Howarth at $8720.

Australian National University political communications expert Dr Andrew Hughes said the size of political ad spends could point to signs an MP or party believes the seat is under threat.

Dr Hughes warned disinformation, particularly around political party’s links to China, will likely be present in the six-week federal election campaign.

He also told voters to look out for “fake groups”, or pages on social media designed to look like organic communities that were indeed set up to push a particular political message.

While advertising spend on Facebook is transparent to a point — including that Clive Palmer’s United Austalia Party has spent nearly $300,000 in three months — there is little clarity over what happen on other social media sites.

This includes video platform TikTok, which has banned political advertising but allows political content — thus blurring the lines on what is and isn’t allowed.

Originally published as Retiring MP George Christensen spent $41K on targeted social media ads