SA government advertising spend hits record levels

The South Australian government spent a record $48.6 million on advertising last financial year, sparking fresh accusations of taxpayer funds being wasted on "self-congratulatory" campaigns.

The latest figures are up nearly 15 per cent on the year prior and bring the Malinauskas government's total spend on advertising to nearly $200 million over its first four years in office.

The spending has gone towards a wide range of campaigns including public safety messages on bushfires and road safety, prevention efforts on smoking and gambling, promotions for major events and festivals, and recruitment drives for police, health and early childhood workers.

But it has also funded controversial campaigns that more closely resemble Labor's messaging on policy.

Among the biggest spends in 2025-26 was a $2.2 million "public information campaign" on the harmful algal bloom, which spruiked elements of the state and federal government's $100 million summer plan.

There was also nearly $1.5 million for phase two of the contentious "Building a Bigger Health System" campaign, which highlighted government investments in new hospital beds, 24/7 pharmacies and health infrastructure.

These ads were intended to "increase the community's awareness of and confidence in the State Government's actions to build on the health system's existing capacity", according to a government report.

It was also to make people more aware of alternatives to emergency departments, the report said. Adelaide hospitals have endured record levels of ambulance ramping this winter.

Another campaign, titled "More homes for South Australians", cost $763,000 and focused on the government's stamp duty policies, land releases and new water infrastructure.

In one TV ad, the voiceover said: "Right now, South Australia is building more homes than ever before."

Shadow Treasurer Ben Hood accused the government of spending on "self-congratulatory, promotional advertising".

"This is government that is spending taxpayer money to convince South Australians, those same taxpayers, that they are a good government," he said, adding that the health system was currently "buckling and failing" under pressure.

Mr Hood said there still needed to be advertising for public health and safety purposes but "a government patting itself on the back … simply isn't a good use of taxpayer money".

Treasurer Tom Koutsantonis hit back at Mr Hood and said that "governments have always invested in community messaging". 

"We make no apology whatsoever for spreading awareness of policies that will assist South Australians to buy and build new homes, with increasing uptake of our first homebuyers and downsizers grants saving South Australians millions of dollars in waived stamp duty," he said. 

"This has been a hugely positive response to these innovative bids to spark new housing supply — an outcome that benefits all South Australians."

Govt accuses Liberals of 'hypocrisy'

The government's $48.6 million advertising bill in 2025-26 is up from $42.3 million in 2024-25, $39.7 million in 2023-24 and the previous record of $47.6 million in 2022-23. 

The figures have been published since 2009.

The Treasurer said last financial year's advertising spend was a smaller proportion of the state budget (0.16 per cent) than in 2022-23 (0.19 per cent). 

None of the spending above is inclusive of GST. When this extra 10 per cent is included, the total cost over Labor's first term rises to $195.5 million.

The former Marshall Liberal government spent around $150 million on advertising between 2018 and 2022, including on its controversial "Building What Matters" infrastructure spruik after the 2020 state budget.

Mr Koutsantonis pointed to this campaign as evidence of the "complete hypocrisy of the Liberal opposition". 

Regarding the former Liberal government's spending, Mr Hood said: "We must not forget that that was during a … once-in-a-generation pandemic, of course there would be some significant advertising."

The Liberal Party pledged at the March state election to halve the government's advertising bill if elected.

The Queensland government, which introduced a $50 million cap on government advertising, spent $48.8 million on marketing last financial year.

The Victorian government reported a $97 million spend in 2024-25, while the New South Wales government put in $79.5 million for the same year.