Labor leader Bill Shorten has agreed the party's new ad campaign needs more diversity after social media users were quick to point out the lack of multiculturalism represented in the "jobs for Australians first" advertisement.

Mr Shorten discusses 'putting Australians first' in the new campaign as he stands next to a group overwhelmingly comprising white Australians.

View photos This image from the advertisement has been criticised for the lack of nationalities represented. Photo: Supplied More

The advertisement has been mocked by social media users forcing a review of the ad, while it has also been revealed the advertisement was not approved by the party's national executive.

Mr Shorten acknowledged the social media responses earlier on Monday, tweeting he agreed it was a bad oversight.

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He initially slammed the "racism" comments as 'rubbish' but conceded more diversity was needed.

Labor frontbencher Anthony Albanese said he had not seen the ad before it aired on the Nine Network on Sunday night.

"Clearly it was dropped to Channel Nine to be shown last night .. I'm a member of the ALP national executive, I can assure you I hadn't seen it," he told reporters in Canberra on Monday.

"I think the ad's a shocker and it should never have been produced and it should never have been shown," he added.

"It's not the sort of ad I want my party to be promoting."

Mr Shorten later told reporters he did not believe the ad was racist, but would seek a review of it.

Challenged about the advert on Monday, Shorten admitted the lack of non-white people was not a good look.

View photos Mr Shorten agreed at comments about diversity but said the ad was not racist. Photo: Supplied More

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