Ten per cent of Victorian voters are estimated to be swing voters, meaning they have not yet decided on the party they will vote for.

Political strategist Toby Ralph told 3AW Mornings host Tom Elliott swing voters tended to vote through a different lens compared to more decided voters.

Press PLAY to hear how swing voters and negative political advertising are connected

“For them, voting is not an act of endorsement … very often it is an act of punishment,” he said.

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