When a group of social media influencers faced unexpected backlash over their Uluru content, it sparked a conversation many Australian travellers didn't realise they needed to have.
The controversy isn't just about 'fit checks' and Instagram posts—it's about navigating the complex intersection of digital tourism, cultural respect, and some surprisingly strict photography rules that catch even seasoned visitors off guard.
The controversy that started it all
Several influencers, including Bella Messina, Alyssa Jane, Jessica Thoday, Tyra Johannes, Ella Victoria, and Lily April Rose, found themselves defending their sponsored Explore Uluru trip after critics claimed their social media content failed to adequately acknowledge Indigenous culture.
The backlash centred on their 'fit checks' and behind-the-scenes content, with one critic demanding: 'No acknowledgement to country?'
But this controversy reveals a much larger issue affecting all visitors to Australia's most iconic landmark. The influencers' experience highlights just how easy it is to unknowingly breach complex cultural protocols—something that could happen to any of us.
Bella Messina defended herself, explaining that much of her meaningful content was still pending approval and that she had consulted extensively with the Anangu community during her visit.
'I have such deep respect for first nations culture,' she said, adding that she has 'an acknowledgement of country on my podcast' and has 'shared that on my social media platforms.'
'The rock details and features at these sites are equivalent to sacred scripture for Anangu'
A pattern of confusion emerges
The influencers aren't alone in their struggles with Uluru's photography rules. Content-creator couple Britt and Tim Cromie, known as @lifeofthecromies, shared photos from their Uluru trip earlier this year, only to receive a detailed list of '20 fineable offences' three months later.
'There's like 20 lines of fineable offences,' Britt explained, admitting they hadn't realised content creators needed permits. While they followed visible signs banning photography in certain areas, they were unaware that wider rules applied to filming and publicly sharing content.
The couple's experience illustrates how even well-meaning visitors can run afoul of regulations. After discovering the rules, they applied for and purchased permits ($20 per day for commercial photography or $250 per day for filming) and removed all content showing sensitive sites.
Understanding Uluru's sacred significance
To understand why these rules exist, we need to appreciate what Uluru represents. The rock details and features at culturally sensitive sites are equivalent to sacred scripture for Anangu people—they describe culturally important information and should only be viewed in their original location and by specific people.
It's inappropriate for images of sensitive sites to be viewed elsewhere, so taking photos of these places is prohibited.
The northeast face of Uluru, running from Kantju Gorge to Kuniya Piti, is one of the park's most sensitive areas. This is ironically the side most commonly seen from Ayers Rock Resort, the Camel Farm, Field of Light, and Sounds of Silence experiences.
Understanding Sacred Sites at Uluru
Traditional beliefs hold that some sacred places around Uluru can make women folk sick, some make men folk sick, and some make everybody sick.
Indigenous owners believe that photographing these sacred places can cause the photographer to become sick.
This isn't superstition—it's a spiritual belief system that has governed this land for tens of thousands of years.
The rules every visitor needs to know
The photography regulations at Uluru are more complex than many visitors realise. Anyone wanting to use photos or videos for commercial purposes or public display—including influencers, bloggers, artists and content creators—must apply for a media permit and follow official media guidelines.
Permits cost $20 per day for commercial photography or $250 per day for filming. But even with permits, culturally sensitive sites throughout Uluru and Kata Tjuta remain completely off-limits for photography, though these sites are spread out, giving plenty of opportunities for respectful photography.
What you can and cannot photograph
Culturally sensitive sites are clearly identified by signs in the park, and signs will indicate where photography is not permitted. However, the rules extend beyond just marked areas.
The best time to photograph the northeast face is 1-2 hours before sunset, when naturally occurring shadows obscure the sacred sites. Alternatively, you can block out sacred sites with objects such as trees, bushes, sand dunes, people, or even camels.
Throughout sensitive areas, visitors are welcome to take images of flora, fauna and people while ensuring they avoid capturing any rock formations.
The enforcement reality
The experience of both the recent influencers and the Cromie couple suggests enforcement can be strict and retrospective. The Cromies received their detailed breach notice three months after posting their content, indicating that park authorities actively monitor social media.
The Cromies were flagged not just for photographing sensitive sites, but for actions that allegedly breached the Environment Protection and Biodiversity Conservation Act—including picking up a broken branch they used to swat flies.
Essential Uluru Photography Guidelines
- All film crews, photographers, artists and sound recordists need permits for commercial work, including using existing images commercially
- Drones and remote controlled devices are prohibited under the EPBC Act, with penalties for unauthorised use
- Don't photograph sacred sites, even if you don't see signs immediately
- Like most people, Anangu don't like being filmed without permission—always ask first
- When in doubt, put the camera away
A learning opportunity for all travellers
The influencer controversy, while uncomfortable for those involved, serves as an important reminder about respectful tourism. Enjoying the experience of visiting Uluru requires a change of attitude and commitment to working within limitations while respecting the wishes of the Anangu people.
Professional photographer Ewen Bell, who has worked extensively at Uluru, puts it well: 'Uluru is a place with deep power, far greater than you can ever hope to capture on film. It doesn't matter if you leave without the world's greatest photograph of the rock, but there's immense joy in trying.'
The controversy also highlights how our digital age has created new challenges for cultural tourism. What once might have been a private holiday snap can now reach thousands through social media, potentially causing unintended cultural harm.
Did you know?
What Does This Mean for You?
If you're planning to visit Uluru:
- Check the official Parks Australia website for current photography guidelines before your trip
- Consider whether you need permits if you plan to share content online commercially
- Respect all signage and err on the side of caution when taking photos
- Remember that some of the most meaningful experiences come from simply being present without a camera
Moving forward with respect
While the influencers faced criticism, their situation has opened up important conversations about cultural sensitivity in the digital age. Parks Australia and the Anangu people work together to protect this UNESCO World Heritage site so its cultural values are maintained for future generations.
For those planning to visit, the message is clear: preparation and respect go hand in hand. As the Cromies advised: 'Do a significant amount of research if you want to film, photograph, and share content from Uluru' and 'when in doubt, put the camera away.'
What This Means For You
This controversy reminds us that travel—especially to sacred sites—carries responsibilities that extend far beyond our Instagram feeds. The real privilege isn't capturing the perfect shot, but experiencing one of the world's most sacred places with the respect and reverence it deserves.
The key lesson from this controversy isn't about social media drama—it's about approaching one of Australia's most sacred places with the knowledge, preparation, and respect it deserves. Whether you're 25 or 75, visiting Uluru is a privilege that comes with responsibilities we all need to understand.
What are your thoughts on balancing social media sharing with cultural respect when travelling? Have you visited Uluru, and if so, how did you navigate the photography guidelines?
Original Article
https://www.skynews.com.au/lifestyl...e/news-story/4e53bdd972d79a07601fbb17d5654ae7
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: Travel influencers were shocked after being sent a lengthy list of "20 fineable offences" over photos they posted on Instagram months before...
Excerpt: Several influencers, including Bella Messina, Alyssa Jane, Jessica Thoday, Tyra Johannes, Ella Victoria, and Lily April Rose, found themselves defending their sponsored Explore Uluru trip after critics claimed their viral TikTok content…
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: “There’s like 20 lines of fineable offences,” Britt says in a recent Instagram post, admitting the couple had not realised content creators needed a p...
Excerpt: Bella Messina defended herself, explaining that much of her meaningful content was still pending approval and that she had consulted extensively with the Anangu community during her visit
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: Content-creator couple Britt and Tim Cromie issued a warning to photographers visiting Uluru, which is one of the most photographed landmarks in Austr...
Excerpt: Content-creator couple Britt and Tim Cromie, known as @lifeofthecromies, shared photos from their Uluru trip earlier this year, only to receive a detailed list of
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: ... Britt and Tim Cromie, known online as @lifeofthecromies, shared photos and videos from their trip to Uluru on social media earlier this year.Three...
Excerpt: Content-creator couple Britt and Tim Cromie, known as @lifeofthecromies, shared photos from their Uluru trip earlier this year, only to receive a detailed list of
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: While Britt and Tim followed signs banning photography in certain areas, they were unaware that wider rules applied to filming and publicly sharing co...
Excerpt: While Britt and Tim followed signs banning photography in certain areas, they were unaware that wider rules applied to filming and publicly sharing co...
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: After discovering the rules, the couple applied for and purchased a permit, which costs $20 per day for commercial photography or $250 per day for fil...
Excerpt: After discovering the rules, they applied for and purchased permits ($20 per day for commercial photography or $250 per day for filming) and removed all content showing sensitive sites
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Uluru for Photographers—Photography by Ewen Bell
Cited text: This is why sacred places around the rock are so controversial for photography, as some places are believed to make the women folk sick, and some make...
Excerpt: Traditional beliefs hold that some sacred places around Uluru can make women folk sick, some make men folk sick, and some make everybody sick.
https://ewenbell.com/blog/Uluru_for_Photographers
Is Photography Allowed at Uluru? Everything You Need to Know
Cited text: Signs will indicate where photography is not permitted.
Excerpt: Culturally sensitive sites are clearly identified by signs in the park, and signs will indicate where photography is not permitted
https://restaurant-le-nocturne.com/is-photography-allowed-at-uluru/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: Three months later, they received a detailed list of multiple breaches for their pictures under the Uluru-Kata Tjuta National Park media guidelines.
Excerpt: The Cromies received their detailed breach notice three months after posting their content
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: Additionally, the couple was flagged for actions captured in photos that allegedly breached the Environment Protection and Biodiversity Conservation A...
Excerpt: The Cromies were flagged not just for photographing sensitive sites, but for actions that allegedly breached the Environment Protection and Biodiversity Conservation Act—including picking up a broken branch they used to swat flies
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: “It’s not actually based complete[ly] on sensitive areas,” Britt says.
Excerpt: The Cromies were flagged not just for photographing sensitive sites, but for actions that allegedly breached the Environment Protection and Biodiversity Conservation Act—including picking up a broken branch they used to swat flies
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Is Photography Allowed at Uluru? Everything You Need to Know
Cited text: Don’t take photos in sacred sites, even if you don’t see a sign immediately.
Excerpt: Don
https://restaurant-le-nocturne.com/is-photography-allowed-at-uluru/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: In the video caption, the couple advised photographers to secure a permit in advance, follow the media guidelines closely, and “when in doubt, put the...
Excerpt: When in doubt, put the camera away
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
Uluru for Photographers—Photography by Ewen Bell
Cited text: Enjoying the experience of being here requires a change of attitude.
Excerpt: Enjoying the experience of visiting Uluru requires a change of attitude and commitment to working within limitations while respecting the wishes of the Anangu people
https://ewenbell.com/blog/Uluru_for_Photographers
Uluru for Photographers—Photography by Ewen Bell
Cited text: Photographing at Uluru, and respecting the wishes of the Anangu people, requires that you accept the limitations and commit to working within them.
Excerpt: Enjoying the experience of visiting Uluru requires a change of attitude and commitment to working within limitations while respecting the wishes of the Anangu people
https://ewenbell.com/blog/Uluru_for_Photographers
Uluru for Photographers—Photography by Ewen Bell
Cited text: Uluru is a place with deep power, far greater than you can ever hope to capture on film. It doesn
Excerpt: Uluru is a place with deep power, far greater than you can ever hope to capture on film. It doesn
https://ewenbell.com/blog/Uluru_for_Photographers
Is Photography Allowed at Uluru? Everything You Need to Know
Cited text: Parks Australia and the Anangu people work together to protect this outback icon so its cultural values are maintained for future generations.
Excerpt: Parks Australia and the Anangu people work together to protect this UNESCO World Heritage site so its cultural values are maintained for future generations
https://restaurant-le-nocturne.com/is-photography-allowed-at-uluru/
Influencers Hit with Surprise List of Fines Over Travel Photos Posted Months Earlier | PetaPixel
Cited text: Britt stressed that the story was not a complaint but a cautionary example for other photographers and content creators visiting Uluru. In the video c...
Excerpt: As the Cromies advised:
https://petapixel.com/2025/08/26/in...nes-over-travel-photos-posted-months-earlier/
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