Australia: British American Tobacco runs ads opposing vaping regulations on Facebook

In Australia, a pro-vape group (Responsible Vaping Australia) ran a series of paid ads without disclosing that they were sponsored by cigarette maker British American Tobacco (BAT), while Facebook requires groups advertising on political or social issues to disclose who paid for the ad[1].

British American Tobacco Australia's initiative, 'Responsible Vaping Australia', was launched in November 2022. It came just after Federal Health Minister Mark Butler announced[2], that the Therapeutic Goods Administration (TGA) had opened strong measures on vaping for consultation. Responsible Vaping Australia describes itself as an “educational research centre”. It claims to represent retailers who want to sell vaping products responsibly. Vaping industry support groups such as Responsible Vaping Australia argue that convenience stores and tobacconists are the most experienced in selling nicotine vaping products to adults.

A call to reverse the current ban on the sale of vaping products without a prescription

The Responsible Vaping Australia website presents itself as the "solution" to Australia's "failing" vaping policies and calls on adult vapers or "concerned parents" to take action to overturn the current ban.

Ads running on Facebook state that “ Australia needs practical, common sense solutions to vaping policy. The government needs to hear from you ". The adverts refer to a petition calling on the government to exempt nicotine vaping products from the legislation they fall under, which concerns poison legislation. The aim is for retailers to be allowed to sell these products freely. Some adverts claim that " Current laws in Australia have created a huge demand for vaping products on the black market " These advertising inserts do not contain any mandatory mention concerning its financing.

According to Facebook owner Meta, “ Advertisers may not run advertisements that promote the sale or use of tobacco or nicotine products or related accessories, including, but not limited to: e-cigarettes, vaporizers, or other products that simulate smoking " However, according to Meta, the ads were allowed because they promoted "social issues" related to vaping.

Facebook data from the campaign shows that users aged 18 and over, interested in nightclubs, cafes, bars and the party subculture, were the target audience, and the majority of ad spend went to them. Advertisers can select the demographics, interests and behaviours of the people they want to show these ads to.

The need to strengthen and better enforce regulations in the country

The Australian government banned the over-the-counter purchase of nicotine vaping products in October 2021.[3]. These products are available on prescription. However, current legislation is poorly enforced, with a thriving black market for e-cigarettes and the mass arrival of disposable puff-type e-cigarettes.[4].

In order to circumvent sales restrictions, many electronic cigarettes are labelled by their manufacturers as being nicotine-free but nevertheless contain nicotine, thus trapping consumers, particularly young people.

Australian public health experts say a blanket ban on the importation and sale of non-prescription vaping products – whether or not they contain nicotine – is needed to prevent importers from evading the law and to protect young people, who often buy these products in convenience stores where they are not asked for ID. The Heart Foundation, in response to the Therapeutic Goods Agency (TGA) consultation, said the easy availability of vaping products to minors was “directly contributing to a new generation becoming addicted to nicotine”. The foundation recommends banning all vaping flavours except tobacco, requiring plain packaging, reducing the nicotine concentration in products and banning disposable devices.

Keywords: Australia, Facebook, lobby, vaping, e-cigarettes, British American Tobacco,

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[1] Melissa Davey, Facebook ads opposing a ban on vaping in Australia failed to disclose tobacco company backing, The Guardian, published February 25, 2022, accessed March 2, 2023

[2] Melissa Davey, 'Lives are at stake': Australia returns to the nicotine frontline with vaping reform, The Guardian, published December 2, 2022, accessed March 2, 2023

[3] Tobacco-free generation, Australia to impose stringent restrictions on vaping, published September 10, 2021, accessed March 2, 2023

[4] Tobacco-free generation, Australia wants to strengthen its anti-smoking and anti-vaping measures, published on December 2, 2022, consulted on March 2, 2023