NSW Labor Launches News-Style Instagram Account to Target Liberals

The New South Wales Labor Party launched an Instagram account called 'nswnewsroom' that mimics an unaffiliated news outlet. Authorized by the party's state secretary, the account promotes government messages and highlights losses suffered by the Liberal Party while initially avoiding prominent party branding.

This strategy follows a pattern established by the Victorian Labor Party, which created 'vicnewstoday' and 'Don’t Risk It Vic' to criticize a preference deal between the Liberal Party and One Nation. Similar tactics have been used by the Coalition, Climate 200, and Advance leading up to the 2025 federal election, including the Liberal Party's 'Teals Revealed' page used to scrutinize independent MPs.

Political communication experts warn that these accounts exploit loopholes in Australian laws regarding unpaid digital content. They suggest such tactics may mislead voters who are unable to distinguish party-driven political messaging from independent journalism.