Co-architect of the Uluru Statement from the Heart, Professor Megan Davis, has accused the No campaign of using Trump-style disinformation to stoke fear of the Voice to Parliament.

The Pro Vice-Chancellor Indigenous of UNSW made the comments at an event to launch a new television ad featuring John Farnham's song, You're the Voice.

Prof. Davis, a Wobble Wobble women and key Yes campaigner, conceded that the disinformation has made the job of persuading Australians to vote yes more difficult.

"Electoral experts and others had said to us they expected this avalanche of Trumpian misinformation to come with the 2022 election. It didn't come then. It's come for our referendum," she said.

"We are now in that era. The Trumpian era has arrived on Australian shores."

Prof. Davis criticised some media platforms for boosting misinformation.

"There's a lot of misinformation and disinformation circulating, particularly on Facebook, but also through mainstream media as a consequence of that. And it makes our job harder."

Prof. Davis's comments echo those of Minister for Indigenous Australians, Linda Burney, who used a speech at Parliament House in June to call out the No campaign, arguing they were importing "American-style Trump politics".

"The Australian people are better than Trump politics from the 'No' campaign; a 'No' campaign that has no solutions for the challenges that we face," she said at the time.

The discussion around disinformation has dominated news cycles throughout the lead up to the October 14 referendum.

Last week, the Australian Electoral Commission came out against comments from politicians who claimed the counting of ticks as a yes vote during the voice referendum would undermine democracy and the fairness of the process.

Liberal Leader Peter Dutton called the system "rigged" and shadow minister for finance and special minister of state, Jane Hume said there was "an inconsistency" in the process.

"The Australian Electoral Commission completely and utterly rejects the suggestions by some that by transparently following the established, public and known legislative requirements, we are undermining the impartiality and fairness of the referendum," the commission said in a statement.

Guardian Australia said Prof. Davis noted many people were changing their minds on the referendum once they were able to wade through disinformation.

"When they hear from First Nations people about why they want a voice, and the process that led to the voice, then a lot of that misinformation falls away," she said.

"All we can do is get out there and talk neighbour by neighbour, neighbourhood by neighbourhood…It's just going to be mob yarning with Aussies, and that's the only way we can get our information out there."

Prof. Davis also pointed to a Guardian Australia investigation that showed there were links between lobby groups attempting to undermine and bring down the yes campaign, and conservative Christian organisations and consultancies. There are also links between groups involved in the current no campaign and ones that campaigned against the same-sex marriage plebiscite in 2017.

"It's a real problem. It's been disappointing. The Guardian and others have run stories about American companies, registered in the south, who are ploughing money [into Australia] and Trumpian techniques," she said.

"The AEC is obviously deeply concerned about the Trumpian arguments that the polling is rigged."