Several Liberal MPs have voiced concerns over an anti-immigration campaign by the activist group Advance, suggesting it could damage the party’s reputation and alienate migrant communities. This criticism comes amid an analysis of Advance’s Meta advertising since May’s federal election, revealing the promotion of 44 anti-immigration ads, which have garnered over 1.5 million impressions.
One of the ads accuses the Albanese government of “flooding the country” with migrants, claiming that Australia’s values are “being threatened.” Another ad suggests mass immigration is “tearing Australia apart” and that “Australia can’t survive this,” using imagery of long queues and protesters burning the Australian flag.
Advance’s Political Ties and Controversial Messaging
Advance has consistently claimed neutrality in political campaigns, yet its connections with the Liberal party have been well-documented. Concerns within the party intensified when Jacinta Nampijinpa Price, a former Advance spokesperson, was removed from the shadow ministry after making unsubstantiated claims that the federal government’s migration program favored Indians to secure Labor votes. Although she retracted her statement, she did not issue an apology.
Four federal Liberal members and a senior party member, speaking anonymously to Guardian Australia, expressed frustration over Advance’s recent campaign, fearing it could further harm the party following its significant defeat in May.
“[Advance] certainly make a lot of noise. They know how to raise money. They know how to get attention … but they lack the strategic knowhow to change votes,” said a seasoned Liberal strategist. “That’s the problem with a hardline anti-immigration position in a country like Australia in the year 2025.”
Internal Party Reactions and Broader Implications
A senior Liberal member criticized the campaign’s “racial connotations,” asserting that it would not be adopted by the parliamentary party. “A lot of Liberals are very concerned about where Advance is going, and we’re not going to follow them there,” they stated. “When you start playing with the fringes like that, you’re going to lose everybody.”
Another Liberal member highlighted that the anti-immigration rhetoric used by a small group within the party is “not founded on any traditional conservative thinking.” They emphasized the positive contributions of immigrants, noting, “Everyone who has settled here has not ‘replaced’ anybody. Instead, they have enriched our nation.”
The Australian Bureau of Statistics estimates that net overseas migration is below 316,000 in the year to March, trending downward after peaking in 2023 post-Covid.
Advance’s Defense and Public Opinion
Advance’s executive director, Matthew Sheahan, did not address questions about the campaign but criticized the anonymous Liberal members. He pointed to a Resolve Monitor poll indicating that 49% of respondents felt the permanent migration rate was too high, though only 4% considered immigration their main policy priority.
Former Prime Minister Tony Abbott, an Advance board member, has also spoken against “mass immigration,” arguing it causes “economic and social strain.” In a recent newsletter, Abbott stressed the need for “a strong civic patriotism in the absence of an ethnic one.”
Meanwhile, the Institute of Public Affairs, a right-leaning think tank, echoed similar sentiments. Deputy Executive Director Daniel Wild claimed that “mainstream Australians” are “paying the price” for the country’s population surge, fueled by mass migration.
Looking Ahead: The Future of Immigration Debate
The ongoing debate over immigration policy reflects broader tensions within the Liberal party and Australian society. As the party grapples with its identity and electoral strategy, the influence of groups like Advance presents both challenges and opportunities. The party’s ability to navigate these issues while maintaining its core values will likely shape its future political prospects.
As the discourse continues, the Liberal party must balance addressing legitimate concerns about immigration with fostering an inclusive and respectful dialogue that resonates with Australia’s diverse population. The path forward will require careful consideration and strategic action to ensure the party’s relevance and appeal in the years to come.
