THE Rudd government expects to spend up to $30 million on its local advertising campaign to spruik its hardline policy to banish asylum seekers to Papua New Guinea.
The Commonwealth Auditor-General Ian McPhee confirmed the figure in a letter written to independent senator Nick Xenophon in response to a complaint he made about the campaign.
While not criticising the ads directly, Mr McPhee acknowledged there was a "tendency for campaign media expenditure to increase in the lead-up to federal elections".
He said the absence of third party scrutiny of the ads would "inevitably raise reasonable questions as to the targeting, scale and cost-effectiveness of the campaign".
The auditor-general added that the campaign's $30 million price tag puts it at the high cost end of the advertising spectrum.
The advertisement blitz began the day after Prime Minister Kevin Rudd announced Labor's tough new policy to resettle boat people in PNG.
The government says it's important to advertise the plan in Australia because recent migrants from countries such as Iran, Sri Lanka and Afghanistan will communicate it back to their home countries.
The ads were exempted from scrutiny by the Independent Communications Committee after being declared a matter of "extreme urgency" by the Special Minister of State Mark Dreyfus.
Senator Xenophon said Mr McPhee's letter raised serious concerns about the government's handling of the ad campaign.
"There is no extreme urgency in saturating Australian households with these ads," he said in a statement on Thursday.
"It's a politically expedient ploy."
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