Yes campaign failing to counter opponents’ targeted tactics despite spending more, experts say

The yes campaign for the Indigenous voice to parliament referendum is spending more on ads but its spend is less targeted than the no campaign. Photograph: Bianca de Marchi/AAP

The yes campaign for the Indigenous voice to parliament referendum is outspending voice opponents on social media, but critics say its broad approach is failing to counter the no camp’s more targeted tactics.

Yes campaigners have spent approximately $180,000 more on Facebook ads than the no campaign since 1 January, Guardian Australia analysis has found.