Australian govt faces backlash over ‘ridiculous’ fuel campaign

Critics have slammed government’s ads urging drivers to remove roof racks and use public transport to save petrol

A multimillion-dollar Australian government advertising campaign urging motorists to inflate tyres and remove roof racks to reduce fuel consumption has drawn political backlash, with critics describing it as “ridiculous.”

Titled ‘Every Little Bit Helps’, the campaign cost AU$20 million (US$14 million) and rolled out on Monday across television, radio, online platforms, billboards, and posters. The ads promote steps such as “driving smoothly” and “unloading excess weight,” while urging motorists to cut car use by walking or cycling where possible and maintaining tire pressure, as Australia faces fuel supply crunch linked to Middle East tensions. Australia imports about 90% of its fuel, relying heavily on Asian supply chains tied to crude oil from the region.

The crisis began with the closure of the Strait of Hormuz, a critical route for roughly 20% of global oil, amid the US-Israel war on Iran that started in late February. Iran’s blockade has severely disrupted crude supplies to Asian refineries in South Korea, Singapore, Malaysia, and China – sources for over 80% of Australia’s fuel. In late March, six fuel tankers scheduled for Australia were canceled, prompting the government to declare a national fuel crisis due to its long and vulnerable supply chain.

Nat Barr, host of Sunrise, a popular national morning show, on Monday clashed with Employment Minister Tanya Plibersek over the campaign’s cost, pressing her on whether she believed the ads were a good investment.

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”Now you’re going to spend $20 million telling us to pump up our tires,” Barr said, adding the government could have delivered the message through ministers’ regular appearances without a multimillion-dollar campaign.

Plibersek defended the initiative, saying it was needed to counter misinformation about Australia’s fuel security. “It’s a pretty small investment to give people believable, credible, detailed information about our national fuel security plan,” she said, comparing it to $340 million spent by a previous government on industrial relations ads.

Deputy Liberal Leader Jane Hume said the money could have filled around 100,000 cars with petrol instead.

The initiative stems from Australia’s National Fuel Security Plan, endorsed by National Cabinet in late March to manage supply pressures. The four-stage plan includes public awareness measures at its current Level 2 phase, described as ‘Keep Australia moving’.

One Nation MP Barnaby Joyce, a former deputy prime minister, mocked the campaign as “ridiculous.”

Prime Minister Anthony Albanese rejected claims the ads were wasteful, saying they would prevent panic buying and maintain confidence. The government says Australia has secured fuel supply until late May.