The Australian Federation Party has applied to rebrand itself as Reform Australia, a move its leader insists is not connected to UK politician Nigel Farage's similarly named Reform UK party.
Walter Villatora, a former Liberal campaign strategist, is spearheading the rebranding effort. He stated that the name "Reform" has a long political history predating Nigel Farage's party and that no political entity holds a monopoly on the term. Villatora emphasized that Reform Australia has no affiliation or relationship with Reform UK and has had no contact with the party.
"Our name is not intended to align with or benefit from the recognition of Reform UK, that is simply not the case," Villatora told the Daily Mail. "The term 'Reform' has a long and established history in politics that predates Reform UK by centuries."
The Australian Electoral Commission (AEC) has received the application to change the party's name. The notice was published this week, requiring three member signatures and a $500 fee. Objections to the name change must be received by the AEC by July 24.
Previously, the Australian Federation Party merged with mining magnate Clive Palmer's Trumpet of Patriots in the lead-up to the 2025 Federal Election. Despite an aggressive advertising campaign, Palmer failed to secure a seat, and his subsequent attempt to shut down the party was rejected by the AEC following opposition from founding director Glenn O'Rourke. The party reverted to the Australian Federation Party in March before merging with Villatora's political project.
Villatora highlighted that Reform Australia's mission is to create a unifying movement focused on practical outcomes rather than ideology. The party's political position centers on "kitchen table issues," which include cost-of-living pressures, housing affordability, taxation, healthcare access, education, and economic opportunity.
"We do not see politics through a traditional left-versus-right lens," Villatora said. "Our emphasis is on practical, evidence-based policies that improve the lives of ordinary Australians regardless of their background or political history."
The party aims to attract voters who feel alienated from mainstream politics and the major parties. This includes families struggling with rising living costs, young Australians concerned about housing affordability, small business owners, workers, retirees, and community members seeking a more responsive political system. A formal launch for the party is expected in the coming months.