‘Support at Home’ ad sparks criticism for painting an unrealistic picture

The Government’s ‘Support at Home’ ad claims help is “there when you need it” — but long waits, high fees and funding delays tell a different story.

Published: 1 September 2025
  • national
  • 1 September 2025
  • Aged Care Guide

According to a report in the Aged Care Guide, a new promotional video for the Australian Government’s Support at Home programme has been met with scepticism from older Australians and industry advocates.

The ad assures viewers that “the support you need to stay at home is there when you need it”. For anyone who has tried to navigate aged care recently, that’s a bold claim — and one many say is simply not true.

The reality is that accessing aged care support is rarely instant.

Even once you’ve made the call to My Aged Care, there can be weeks before an assessment, followed by months of waiting for a funding package to be approved.

For some, the delay stretches so long that their needs change before services even begin.