Anthony Albanese has said he has spoken to "embarrassed" News Corp Australia journalists who have been instructed to run negative coverage of Labor.

The deputy prime minister was commenting after Sydney's Daily Telegraph began its election campaign coverage on 5 August with a full-page photo of prime minister Kevin Rudd and an editorial under the headline: "Kick this mob out."

Albanese described the coverage of the election campaign by News Corp publications as "pretty extraordinary" and said he had never seen anything like it in all his years in politics.

"I have been involved in campaigns for a very long time," he told SBS's The Observer Effect program on Sunday.

"I have never seen before, on day one of an election campaign, an editorial on a front page advocating a vote for the opposition.

"I've never seen such a consistency in front page headlines consistently attacking the federal government."

Albanese said he had had private conversations with journalists from the publications involved and "some of them are embarrassed".

Asked by host Ellen Fanning if they had been "instructed to run an anti-Labor line", he replied: "Yes."

Rudd has previously accused News Corp boss Rupert Murdoch of railing against Labor to prevent the implementation of its National Broadband Network, which Labor says Murdoch fears could hurt his television interests.

Albanese said it was obvious that there was an agenda but readers would be able to work out that what they were being served by News Corp wasn't unbiased coverage but "opinion shaped to elect a Tony Abbott government".