Meta has removed a viral video from Facebook and Instagram after the content, created by Victorian resident Lisa Jane Spencer, sparked widespread criticism for mocking Aboriginal and Torres Strait Islander culture. The footage, which remained online for nine days, featured Spencer wearing a fur coat with white face paint, claiming Indigenous identity, and sniffing a red jerry can in a reference to petrol sniffing. The incident has intensified concerns regarding the impact of online algorithms on the safety and mental health of First Nations people.
The Impact of Algorithmic Amplification
First Nations content creators report that social media algorithms often push divisive and racist material to wider audiences. Sam Bennell, a 27-year-old creator who shares Noongar language and culture, noted that his content attracted a surge of racist comments once it reached a broader demographic. Bennell stated that the negativity eventually forced him to stop posting, as the online environment took a significant toll on his mental health.
This experience is supported by findings from a federal parliamentary inquiry into racism, hate, and violence against Indigenous Australians. The inquiry received over 420 submissions, many of which highlight a toxic online landscape. The Australian Human Rights Commission has formally recommended that the government introduce a “digital duty of care” to force social media companies to mitigate risks caused by recommender systems that prioritize engagement through the amplification of racist narratives.
The Australian Human Rights Commission has formally proposed a “digital duty of care” to require tech platforms to assess how their monetization and recommender systems incentivize the spread of racist narratives.
Defense and Consequences of the Content
Lisa Jane Spencer defended her videos as “satirical skits,” telling reporters that she believes there should be no limits on comedy. Following the viral spread of the initial video, Spencer announced on Instagram that she lost her job because her employer did not endorse content inconsistent with their values. Despite the removal of her primary video by Meta for breaching “hateful conduct” policies, Spencer has since posted two additional videos featuring similar themes.
The situation has created a financial divide between opposing groups. While Spencer’s content has attracted support through a fundraiser on the platform GiveSendGo—which has raised more than $49,000—others are mobilizing to counter the harm. Jordan Hindmarsh-Keevil, a Kamilaroi content creator, used the backlash as a catalyst to fund over 500 places in his mental health course for Aboriginal people, emphasizing that the cumulative effect of online racism acts as “death by a thousand cuts.”
The divide between the crowdfunding success of the creator and the community-led mental health initiatives underscores a growing tension in the digital space. The reliance on corporate platform policies to curb harmful speech often lags behind the immediate, real-world psychological impact on marginalized communities, as seen in the contrasting responses from Meta and the creators affected by the content.
What May Happen Next
As the federal parliamentary inquiry continues to review submissions, the government may face increased pressure to legislate stricter requirements for social media companies. If the Australian Human Rights Commission’s recommendations are adopted, platforms could be legally obligated to alter their recommender systems to suppress content that promotes racial division. Meanwhile, creators like Hindmarsh-Keevil are likely to continue utilizing crowdfunding models to build independent support systems, as the debate over the boundaries of “satire” versus “hateful conduct” remains unresolved across digital platforms.
Frequently Asked Questions
Why was the video removed from Meta platforms?
Meta removed the video for breaching its community standards policy on “hateful conduct,” which prohibits dehumanizing speech, harmful stereotypes, and attacks based on protected characteristics like race and ethnicity.
What is the “digital duty of care”?
Proposed by the Australian Human Rights Commission, it is a policy recommendation that would require social media companies to identify and mitigate risks arising from their algorithms and monetization practices that amplify racist narratives.
How are First Nations communities responding to this content?
Many are reporting the content to platforms and organizing community-led support systems. Jordan Hindmarsh-Keevil, for instance, has used the situation to fund mental health courses for Aboriginal people to address the psychological impact of online racism.
If you or someone you know needs support, you can contact 13YARN at 13 92 76, Lifeline at 13 11 14, Mensline at 1300 789 978, or Beyond Blue at 1300 22 4636.
How should social media platforms balance the protection of users from racist content with the expression of individual creators?
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