In Australia, while tobacco advertising is prohibited, recent findings by the ABC reveal numerous instances of such ads appearing on Facebook.
Since July, the Therapeutic Goods Administration (TGA) has imposed fines totaling $1.5 million on tobacco advertisers. However, public health organization Quit asserts that this is merely the beginning of a much larger issue.
Quit is urging both retailers and social media companies to be held accountable for permitting these advertisements on their platforms.
According to Quit, the federal government is only beginning to address the issue of illicit tobacco advertising on social media. The ABC identified several illegal tobacco ads on Facebook that, despite being reported by users, remained active until inquiries were made. Following ABC’s investigation, a Meta representative confirmed that the content had been removed.
“We have taken down this content and penalized the accounts and pages responsible for breaching our policies,” the Meta spokesperson stated. “We encourage users to report any content that may violate our rules, as we are committed to reviewing and acting appropriately.”
A spokesperson for Quit indicated that the prevalence of tobacco advertising on social media is increasing, and the Australian government is struggling to effectively manage this growing concern.
Under the Public Health Act, advertising or promoting smoking and tobacco products on any medium, including social media, is illegal. As of July 1, the TGA was conducting 200 ongoing investigations into online advertisements, had blocked 436 websites, and issued 505 warnings related to advertising, alongside fines totaling $1.51 million.
Rachael Andersen, director of Quit, remarked that these figures represent only a small fraction of the problem. “Much of this advertising occurs subconsciously, and individuals may not even realize that it is illegal for tobacco companies to promote their products,” Ms. Andersen explained.
She called for more decisive action against illegal advertising to safeguard public health from the damaging effects of tobacco. “We need the federal government to enforce these laws rigorously and to respond to complaints effectively, ensuring social media platforms remove illegal tobacco and vaping advertisements from their sites,” she added.
Ms. Andersen emphasized the responsibility of social media companies, stating that they cannot remain indifferent to this issue. “These platforms possess significant influence and reach, and they must take action when concerns are raised,” she asserted.
She further highlighted the need for accountability, particularly regarding social media platforms. “We have observed instances where advertising complaints have been directly communicated to these companies, yet they have failed to act,” she noted. “This is a blatant violation of the law occurring in plain view, with insufficient consequences for retailers and commercial entities involved.”
Ms. Andersen pointed out that illegal tobacco advertisements contribute to the normalization of tobacco use. “We know that smoking is highly addictive and causes 16 different types of cancer. It is crucial that we do not reinforce this harmful behavior through social media messaging,” she stated.
A spokesperson from the Department of Health, Disability and Ageing emphasized the seriousness with which the government treats alleged violations of advertising regulations. “The Australian government is deeply concerned about any promotions that endorse tobacco and nicotine use,” the spokesperson remarked. “This concern has driven the government to strengthen legislation and enforcement efforts, as well as to provide education and support aimed at protecting Australians from the dangers posed by tobacco and e-cigarettes. Each case is evaluated individually to determine if it encourages or normalizes smoking behavior.”
