Victorian Opposition pledges advertising support for independent multicultural media

Victoria’s Liberal and Nationals Opposition has pledged to direct a greater share of government advertising expenditure to independent multicultural media outlets if elected in November. Independent Multicultural Media Australia (IMMA) has welcomed the commitment and called on all political parties to adopt the same policy.

Victorian Opposition Leader Jess Wilson and Shadow Minister for Multicultural and Multifaith Affairs Evan Mulholland announced the commitment on Monday, 19 October 2026.

Under the proposal, a Wilson-led government would review Victoria’s existing commitment to allocate 15 per cent of government advertising expenditure to multicultural media and require at least half of the digital spending within that allocation to go directly to eligible independent multicultural media outlets.

The policy would cover advertising on publishers’ websites, applications, newsletters, streaming services and publisher-owned social media channels.

The commitment adopts Recommendation 25(a) of Victoria’s Multicultural Review.

Advertising expenditure flowing to global platforms

In a media statement issued on 21 October, IMMA said much of the advertising expenditure intended for multicultural communities had been directed to global platforms such as Meta and Google rather than independent multicultural media outlets.

IMMA said it had raised this issue over several years and noted that Victoria’s Multicultural Review had reached the same conclusion.

The Opposition’s announcement followed a meeting between Wilson, Mulholland, IMMA Chair Christopher Gogos and Deputy Chair Julius Larobina.

Christopher Gogos welcomes the commitment

IMMA Chair Christopher Gogos described the commitment as a significant step for the sector.

“For years, money set aside to reach multicultural communities has gone to global platforms instead of the local outlets doing the work — in language or within the community, on the ground, every day. This commitment recognises that gap and does something practical to address it.”

IMMA calls on all political parties to match the commitment

Gogos also called on all political parties to make the same commitment ahead of Victoria’s November election.

“We thank Jess Wilson and Evan Mulholland for engaging with this issue and with the findings of the Review. As a non-partisan organisation we encourage all parties to match this commitment, so that whoever forms government after November, Victoria’s multicultural media has a fair share of the advertising spend meant for the communities it serves.”

About IMMA

Independent Multicultural Media Australia (IMMA) is the national peak body for independent multicultural media, representing around 60 member organisations publishing more than 137 titles in over 30 languages across print, digital, radio and broadcast.