Australia: A new phase of the "Give Up For Good" campaign to support smoking and vaping cessation

The Australian government launched on January 19, 2026[1] a new phase of the national campaign Give Up For Good, This initiative aims to encourage smoking and vaping cessation and prevent initiation of these practices. The public health initiative seeks to strengthen access to smoking cessation support services and disseminate targeted messages to specific populations. While Australia has made significant progress in reducing smoking rates, the rapid increase in vaping, particularly among young people, is now a key concern for health authorities.

A national campaign focused on supporting withdrawal and targeting specific populations

The new phase of Give Up For Good This initiative is part of a structured national approach to supporting people addicted to nicotine, whether from tobacco or vaping products. Led by the Australian Department of Health, the campaign is based on the observation that many people want to quit but face challenges related to nicotine addiction, a lack of information, or difficulties accessing support services.[2].

The campaign highlights a comprehensive set of resources to support smoking cessation, centralized on a dedicated institutional platform. These include digital tools, tracking apps, personalized counseling services such as Quitline, and referrals to healthcare professionals, including general practitioners and pharmacists. The approach emphasizes that quitting smoking and vaping is a gradual process and that combining appropriate treatments with, where necessary, behavioral support significantly improves the chances of success.

The communication strategy relies on differentiated targeting based on consumer profiles and health inequalities. Messages are specifically tailored to smokers, vapers, young adults, and Aboriginal and Torres Strait Islander populations, who have higher smoking rates. The campaign runs until June 2026 through a combination of traditional audiovisual media and digital channels, including online platforms and streaming services, to reach relevant audiences in their daily lives and at times when they are most likely to take the plunge and quit.

Progress in the fight against tobacco has been confirmed, but is being undermined by the rise of vaping.

Recent epidemiological data confirm the substantial progress made by Australia in reducing smoking. According to the National Drug Strategy Household Survey 2022-2023, The overall prevalence of smoking among adults aged 18 and over stands at 11.1 per 100,000 smokers, while daily smoking affects 8.8 per 100,000 smokers in the adult population. These levels reflect a continuous decline since the early 2000s, with prevalence more than halving since 2001.

In parallel, e-cigarette use is experiencing a marked increase. In 2022-2023, 6.8% of Australian adults reported using vaping products, compared to 2.6% in 2019. This increase is particularly pronounced among young adults: 20.6% of 18-24 year olds reported vaping, approximately four times more than in 2019. This rapid trend is fueling concerns among health authorities regarding the risk of nicotine addiction and the normalization of new practices.

Among teenagers, smoking rates are at historically low levels, but vaping is widespread. The report Australian secondary school students' use of tobacco and e-cigarettes 2022-2023 The survey indicates that 2 out of 12- to 17-year-old students had smoked in the week preceding the survey. At the same time, 16 reported vaping in the previous month, and 5 reported regular use of these products. The majority of students who smoke also use e-cigarettes, reflecting a coexistence of these practices rather than a simple replacement.

A strict regulatory framework to preserve the trajectory towards a tobacco-free generation

Australia has one of the strictest regulatory frameworks in the world for tobacco and nicotine products. E-cigarettes containing nicotine are intended for use as a smoking cessation aid and are, in principle, only available with a medical prescription and through authorized channels, including pharmacies. The general marketing, promotion, and unauthorized sale of these products are prohibited in order to limit the exposure of young people and non-smokers.

Despite this strict framework, health authorities are observing persistent vaping use, particularly among teenagers and young adults, fueled in part by illicit channels and the appeal of flavored products. This situation underscores the need to combine regulations with strengthened prevention efforts, market control, and cessation support.

In this context, the new phase of Give Up For Good aims to consolidate the trajectory towards a tobacco- and nicotine-free generation in Australia by combining strict regulation, targeted prevention, and accessible support services. Australian authorities are thus reaffirming that controlling new nicotine uses, particularly vaping, is essential to preserving progress and sustainably achieving public health objectives.

©Generation Without Tobacco

AE

[1] Press release, New phase of 'Give Up For Good' campaign launches to help Australians quit smoking and vaping, Australian Government on health, disability and aged care, published on January 19, 2026, accessed on the same day

[2] Karen Sweaney, New phase of 'Give Up For Good' campaign targets smoking and vaping behaviorge, Australian Leisure, published on January 19, 2026, accessed on the same day