Independent MP Zali Steggall has condemned a billboard carrying the slogan “ditch the witch” alongside Victorian premier Jacinta Allan, describing the messaging as a “disgrace” with “no place in modern political debate”.
Steggall issued a statement criticising both the slogan and reports that businesses contributed funding to support the campaign.
“Equally shameful is that businesses reportedly contributed $105,000 to support this campaign,” she said.
“Consumers will make their own decisions about companies that bankrolled this sexist messaging.”
The independent member for Warringah argued the campaign was not focused on policy differences or political debate, but instead targeted Allan on the basis of gender.
“Let’s be clear. This campaign is not about democracy or freedom of speech. It is not about a female politician’s policies. It’s about her gender …”
Steggall said the language used in the billboard was particularly concerning given broader national concerns about violence against women.
“As Australia faces a national crisis of violence against women, this demeaning messaging is particularly revolting.”
She said disrespect towards women is reinforced through language, stereotypes and behaviour that normalise contempt for women.
“Disrespect towards women is reinforced through language, stereotypes and behaviour that normalises contempt for women.”
Steggall’s comments add to a growing list of political figures who have criticised the billboard and its slogan.
Former prime minister Julia Gillard and Prime Minister Anthony Albanese have also been among those publicly critical of the campaign.
The controversy centres on the use of the phrase “ditch the witch”, a slogan that has previously attracted criticism in Australian politics because of its gendered nature.
Steggall’s intervention places further pressure on those behind the campaign, while drawing attention to concerns about the role of language and gender in political discourse.
Her statement focused not only on the wording of the billboard but also on the reported financial backing behind the campaign, arguing that public scrutiny should extend to those who supported it.
The debate has become part of a wider discussion about the treatment of women in public life and the standards expected in political campaigning.
Steggall said the campaign crossed a line by reducing a political dispute to language she believes targets a woman because of her gender rather than her policies or performance in office.
Her criticism reflects broader concerns raised by several political leaders who argue that public debate should focus on issues and policy rather than personal attacks.
As criticism of the billboard continues, the dispute has become another flashpoint in the national conversation about respect, gender and political conduct in Australia.