Several Aussie influencers have come under fire after they went on a sponsored trip to Uluru.
Bella Messina, Alyssa Jane, Jessica Thoday, Tyra Brooke, Ella Victoria, and Lily April Rose were invited by Explore Uluru to visit the Northern Territory and shared a series of photos from the trip on social media.
The women are facing backlash for treating the sacred site as a backdrop and 'prop' for content.
'They're not paying respects to Elders, land, lore or culture... Uluru is not your content farm. Respect the mob, respect the land,' one person wrote on Reddit.
'The influencers on this trip have been so disrespectful, not sharing anything! When I visited Uluru, I felt deeply touched spiritually and loved having conversations with the local community to learn from their experiences and teachings,' another said.
A third agreed: 'Uluru isn't a prop for white girls - it's sacred land. This campaign is actually disrespectful and ignorant.'
Several Aussie influencers have come under fire after they went on a sponsored trip to Uluru
'Privileged white women taken on a brand trip to one of the most culturally significant places in the entire country,' another commented.
Another questioned Alyssa about the footage she posted of Uluru on social media.
Uluru, or Ayers Rock, is considered culturally sensitive because it has spiritual significance for Aboriginal people in the area, known as the Anangu.
Strict media guidelines apply at Uluru and Kata Tjuta, even for tourists sharing photos on personal accounts.
Huge parts of the rock have been declared off-limits to photography, while other areas require a permit. Fines of more than $5,000 apply.
'Maybe before filming Uluru, check on which part can be filmed, the elders don't allow for certain sections to be filmed,' they said.
Alyssa defended her actions by explaining that all the influencers were provided with information on what they could film.
'Yes I absolutely agree we had an hour-long briefing to learn what could and couldn't be filmed and then we send videos such as this one off for approval to ensure sacred areas remain private,' she responded.
Uluru, formerly known as Ayers Rock, is considered culturally sensitive because it has spiritual significance for Aboriginal people in the area, known as the Anangu
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One Indigenous woman also rushed to their defence and said all the footage would have been approved by the Media Office of the UKTNP.
'Considering the goal is to boost tourism in the area, I am guessing the influencers that were invited on this particular occasion are what the company needed to reach a certain demographic,' the woman wrote on Facebook.
'Everyone has had a go at what they haven't posted, not understanding that the Media Office of UKTNP have to go through every little bit of footage they have shot and give approval prior to them posting.
'This can take days to complete considering how many influencers are on the trip.
'What they have posted would have been cleared easily because they are filmed in areas that are deemed safe to capture the footage.'
It comes after an Australian couple revealed they were ordered to delete their Uluru travel videos and Instagram posts, three months after their outback adventure.
Britt Cromie and her husband Tim, who document their travels online, told followers they had no idea strict media guidelines apply at Uluru and Kata Tjuta, even for tourists sharing photos on personal accounts.
In a candid Instagram video, Britt said they were blindsided by a lengthy email outlining 20 possible offences linked to their YouTube upload and Instagram posts.
An official map of Uluru, showing where visitors can and cannot take photos of sacred sites
'You have to apply for a permit, whether you're a content creator, doing brand deals, or just posting personal socials,' she explained.
'We weren't aware about that.'
Anyone wanting to shoot content at Uluru-Kata Tjuta National Park needs to pay for a photo permit, which costs $20 a day for commercial photography or $250 a day for filming.
On top of that, all visitors are required to buy a park entry pass, priced at $38 per adult for a three-day visit.
The couple applied for the permit after their trip, only to be told months later that large sections of their content breached the rules, despite already cutting out footage of sacred sites.
According to Parks Australia, many parts of Uluru and Kata Tjuta are culturally sensitive.
'Uluṟu and Kata Tjuṯa have a number of culturally sensitive sites,' the Uluru website states.
'The rock details and features at these sites are equivalent to sacred scripture for Aṉangu. They describe culturally important information and should only be viewed in their original location and by specific people.'
'It is inappropriate for images of sensitive sites to be viewed elsewhere, so taking any photos of these places is prohibited.'
Climbing Uluru has been permanently off-limits since October 2019, after the Uluru-Kata Tjuta National Park board voted unanimously to shut down the practice in line with the wishes of the Anangu Traditional Owners.
Anyone who attempts the climb now faces penalties of more than $10,000. The first prosecution came in 2022, when 44-year-old Simon Day from Victoria was fined $2,500 after illegally scaling the sacred site.