Under-fire multi-level-marketing company MONAT, accused of misleading selling practices, has used an industry showcase at Parliament House to promote its legitimacy.
The inaugural showcase, hosted by industry body Direct Selling Australia, was held weeks after an ABC investigation into MONAT.
Critics say Parliament House should not be used for commercial ventures and are calling for better oversight on who is allowed to host events in the halls of power.
Representatives of a multi-level-marketing company accused of making misleading and exaggerated income and lifestyle claims have used an industry showcase at Parliament House in Canberra to tout its legitimacy and tell followers it has been "discussed in parliament".
The Florida-born hair and skincare company MONAT has come with allegations that its representatives are making embellished sales pitches to recruit women into the multi-level-marketing scheme — including flaunting new cars, trips to tropical locations, and the ability to work from anywhere — while 93 per cent of its sellers make little to no money.
It has been investigated twice in the United States over misleading product and income claims, and the ACCC has been urged to investigate its Australian sellers over whether their practices breach consumer law.
MONAT's social media claims have renewed serious concerns about hiring out Parliament House rooms for commercial purposes, and businesses using them to suggest parliamentary endorsement.
Hosted by Direct Selling Australia (DSA), the inaugural showcase came just two weeks after the ABC investigation.
DSA is the national body representing network marketing companies like MONAT, which is a paying member. MONAT's vice-president and managing director of Australia and New Zealand, Jen Usher, sat on the board in 2024-2025.
Ms Usher attended the event, alongside one of the company's top sellers, and both spruiked the event on their social media accounts.
Six politicians were tagged in a DSA LinkedIn post as joining the event, including federal Minister for Industry and Innovation Tim Ayres.
Mr Ayres declined to answer questions from the ABC.
Several MONAT representatives posted to their social media accounts to promote the showcase as a "powerful reminder that social selling is a legitimate, regulated industry".
"Seeing our work discussed in parliament is a huge achievement," one representative wrote.
"To see our industry being represented and having conversations inside Parliament House is pretty bloody cool," another wrote.
Former NSW Supreme Court judge and chair of the Centre for Public Integrity, Anthony Whealy, said claiming legitimacy through presence in Parliament House was misleading.
He said it was "not a good look" and asked whether Parliament House should be used for commercial purposes.
Independent senator David Pocock said events at Parliament House should be used as a "force for good".
"I do not believe parliamentary events should be used for fundraising or for the commercial benefit or endorsement of individual companies," he said.
"Historically, there has been poor oversight of the kind of events conducted inside Parliament House, and it is something I have pursued at Senate estimates and raised with the presiding officers.
"I would be very uncomfortable having my photo used for promotional or endorsement purposes that I was not aware of or did not agree to."
ABC's Four Corners recently highlighted these concerns, and whether stronger safeguards were needed around commercial interests and lobbying inside Parliament House.
A statement from MONAT Global sent to the ABC by one of its Australian representatives said the company was "proud" to have been part of the event.
"MONAT did not represent the event as an endorsement of MONAT by the Australian Government, and I am not aware of any claims made by MONAT to that effect," a spokesperson said.
In a statement, Direct Selling Australia CEO Geoff Mulham said DSA's materials and communications made no claim of government support or endorsement, and the showcase was part of its ongoing work to help government and the community understand what direct selling is.
"More than 260,000 Australians are active in the industry, the large majority of them women, and a significant proportion aged over 50," he said.
"It's reasonable and useful for parliamentarians to understand a sector of that size in their communities. Events of this kind are common practice among industry associations.
"DSA's Code of Conduct requires members and their representatives to represent themselves and their businesses accurately and not to make misleading claims, and that includes not implying government endorsement where none exists."
He said DSA sent a formal invitation to parliamentarians across both houses.
"Attendance reflected an interest in understanding the sector. It was not, and was never presented as, an endorsement of the industry or of any company," he said.
"DSA has never suggested, and does not accept, that holding an event at a particular venue proves the legitimacy of any business."
The ABC contacted all six politicians who were tagged by the DSA as attending, including the Labor Party's Tim Ayres, Carol Brown and Susan Templeman, independent Allegra Spender, and the Liberal Party's Cameron Caldwell and Angie Bell.
Ms Bell was the only attending politician who answered the ABC's questions, and said she was there to visit a business from her local area.
"It is important that legitimate businesses like these are not undermined by illegal practices that may erode consumer trust," she said.
Greens senator Steph Hodgins-May said she received an invitation to the event but chose not to attend.
"Organisations should be careful to represent these events fairly and not suggest that attendance by a parliamentarian or their staff amounts to an endorsement, particularly for advertising or promotional purposes," she said.
A spokesperson for Australian Parliament House events said anyone could book a space at Parliament House, with the only requirement being public liability insurance and payment, unless it were held in a committee or party room that required backing from an MP or senator.
The Department of Parliamentary Services said the event was non-parliamentary and did not require sponsorship.
DSA confirmed it was held in Dining Rooms one and two and arranged with the assistance of a public affairs company.