Edelman Australia’s Recruiting of Ben Naparstek as Online Content and Digital Director is Bad for Australian Consumers

Edelman Australia PR

Ben Naparstek of Edelman Australia PR has been a person of interest to a licensed private investigator, after the discovery of major violations of journalistic ethics.

Ben Naparstek of SBS has been a person of interest to a licensed private investigator, after the discovery of major violations of journalistic ethics.

Edelman Australia’s latest executive recruit, Ben Naparstek, has been praised for his meteoric surge through the Australian Press industry at a youthful age. Nonetheless, a serious look beyond the excitement exposes a murky history that demands more scrutiny. As a vocal Fifth Estate commentator and licensed private investigator, it is my opinion that Mr. Naparstek’s activities should be observed very carefully. I am concerned that the job description of  “Content and Digital Director”, as it is customarily used, is no more than a disguise for his not so obvious specialty,which is “PAGEVIEW BAITING “.

In the four years that I have been paying attention to Ben Naparstek’s work, I have noticed that he makes ample use of ‘editorial license’ to generate astounding headlines. These twisted truths are in my view questionable appeals to emotion used to bring people to his web-based content or “storytelling”, to quote Steve Spurr the CEO of Edelman Australia [ref]. How it works: The moment Mr. Naparstek has skillfully seized his online audience, his business monetize those “page

How it works: The moment Mr. Naparstek has seized his online audience, his employers monetize those page views; either through advertising banner impressions or “Pay-Per-Click” display advertisements. In my assessment, such cunning ploys fly in the face of generally accepted journalistic principles. It appears that Ben’s new job title is devoid of references to “editor” or “journalist” and clearly conveys a sales, marketing and “spin” title. Because of this, Naparstek is now more likely to be under the watch of the Australian Competition and Consumer Commission (ACCC.gov.au), which holds far more disciplinary authority than his previous watchdog, the Australian Press Council and its peer review process.

How To Report Ben Naparstek to ACCC for Misleading or Unconscionable Conduct.

The ACCC is Australia’s peak consumer protection and competition agency. The ACCC is an independent statutory government authority serving the public interest. Most of the ACCC’s enforcement work is performed within the provisions of the Competition and Consumer Act 2010 (the Act).

I have no beef with Edelman Australia, besides their hiring of Ben Naparstek. Nonetheless, I would certainly invite Australian consumers to carefully study the “public relations” or advertising activities of Ben Naparstek and Edelman Australia. If you believe that their actions can be reasonably considered to be in violation of Australian Consumer Laws, you can file a complaint by way of the following link:


Respectfully submitted by,
Michael Roberts
Licensed Private Investigator & Journalist