The ban, which applies only to commercial broadcasters, means networks miss out on lucrative ad revenue that is freely available to online and print industries. It was introduced in the Broadcasting Services Act 1992.
Free TV Chairman, Harold Mitchell, said: “The rules are yet another example of the failure of successive governments to keep pace with changes in technology and consumer behaviour.
“The so-called electronic media blackout has become a joke”.
“With reports that up to 40% of people are now pre-poll voting, the blackout is more meaningless than ever,” he added.
Free TV is calling on the new Parliament to dump the rule.
“We all know that from midnight tonight the political parties will simply transfer their advertising from television to other digital media platforms that are not regulated, such as digital news media sites and social media. For example, online news sites will be plastered with wall to wall political advertising, including video ads,” Mitchell said.