Independent MP Zali Steggall has condemned a billboard carrying the slogan “ditch the witch”

A politically charged billboard targeting Victorian Premier Jacinta Allan has ignited a national firestorm, with Independent MP Zali Steggall leading fierce criticism of the campaign and warning it represents a dangerous slide in Australia’s political culture.

At the centre of the controversy is the slogan “ditch the witch” — a phrase widely condemned as sexist, inflammatory, and deliberately personal. What was intended by its backers as political messaging has instead escalated into a broader debate about respect, gender bias, and the boundaries of political advertising in Australia.

Steggall did not hold back in her response, labelling the billboard a “disgrace” and arguing it has no place in modern democratic discourse. In her statement, she said the message was not a critique of policy or leadership, but a targeted attack on a female leader’s gender and identity.

“This campaign is not about democracy or freedom of speech,” she said, insisting the language used was designed to demean rather than debate. According to Steggall, the framing of Premier Allan in such terms reflects a deeper issue in political culture — one where women in leadership continue to face disproportionate personal attacks.

The billboard has also drawn attention for the reported financial backing behind it. According to claims raised during the controversy, around $105,000 was allegedly contributed by business interests to support the campaign. Steggall criticised this strongly, suggesting that corporate involvement in such messaging raises serious ethical concerns.

“Equally shameful is that businesses reportedly contributed $105,000 to support this campaign,” she said, adding that consumers may take note of which companies were involved and respond accordingly.

The backlash has not been confined to federal crossbench voices. The issue has quickly spread across the political spectrum, with senior figures weighing in on what many see as an increasingly toxic tone in public debate.

Former Prime Minister Julia Gillard — who has previously spoken about the gendered abuse she endured while in office — has been among those expressing concern about the resurgence of sexist political language. Prime Minister Anthony Albanese has also publicly criticised the tone of the campaign, reinforcing growing unease within mainstream politics about where the line should be drawn.

Critics of the billboard argue that the phrase “ditch the witch” is not new in Australian political discourse, but rather part of a recurring pattern of gendered attacks directed at female leaders. They say the language deliberately dehumanises women in power and shifts attention away from policy performance towards personal insult.

For Steggall and her supporters, the issue goes beyond partisan disagreement. It is, they argue, about the health of democratic debate itself. Political accountability, they stress, should be grounded in scrutiny of decisions, policies, and leadership outcomes — not personal characteristics or gendered stereotypes.

Her intervention has intensified scrutiny of those behind the campaign and placed pressure on its financial backers, with growing calls for transparency around who funded the advertising and why.

At the heart of the debate is a broader national conversation about the treatment of women in public life. Australia, like many democracies, has been grappling with concerns about violence against women and the persistence of cultural attitudes that reinforce disrespect or diminish female authority.

Steggall referenced this wider context directly, arguing that the billboard’s messaging is particularly troubling at a time when the country is confronting what she described as a “national crisis” in violence against women. She said harmful attitudes are often reinforced not only through actions, but through language that normalises contempt.

“As Australia faces a national crisis of violence against women, this demeaning messaging is particularly revolting,” she said.

Supporters of Steggall’s position argue that while political leaders must always be open to criticism, there is a clear distinction between legitimate scrutiny and personal vilification. They warn that normalising gendered attacks risks discouraging women from entering politics and undermining democratic representation.

Others, however, defend the broader right to political expression, suggesting that advertising campaigns — however provocative — remain part of free speech in a democratic system. Even so, the tone and targeting of this particular message has sparked unusually widespread condemnation.

The controversy continues to ripple outward, with public debate now extending into corporate responsibility, media ethics, and the standards expected in political campaigning. Questions are being raised not only about the message itself, but about the environment that allows such campaigns to gain traction and funding.

For many observers, the “ditch the witch” billboard has become more than a single advertising stunt. It has evolved into a flashpoint in Australia’s ongoing struggle to define the limits of political discourse in an era of heightened polarisation and social sensitivity.

As pressure mounts on those responsible for the campaign, the debate shows no sign of fading. Instead, it has become a stark reminder that in modern politics, the language used in public messaging can reverberate far beyond a billboard — shaping perceptions, deepening divides, and influencing the tone of national conversation.