Australian government uses influencers to warn young people against vaping

The Australian government is launching a new phase of its awareness campaign against youth vaping, led by influencers.[1]The aim is to engage in dialogue with the younger Australian generation about the dangers of vaping and the risks of nicotine addiction.

Australia mobilizes influencers against e-cigarettes among young people

Six new influencers have just joined the campaign: Paralympians, professional football players, and popular content creators in video games and comedy. This second phase includes Col Pearse, Cxloe, Phos, Aunty Salma, Tedsthetics, and Samuel Stubbs.

These personalities, followed by young people aged 14 to 20 on platforms such as TikTok, will be tasked with debunking online misinformation surrounding vaping. Each will address their community with their own unique tone and style, delivering a sincere and accessible prevention message.

In a video shared by Veronica B under the name Aunt Salma, she pretends to be an older relative asking a family member why they smoke: " What are the benefits of vaping? Zero, minus one even " she explains in the video. " The risks of e-cigarettes... coughing, breathing problems, nicotine addiction, wasted money, and effects on brain development. ".

Pearse, a two-time Paralympian, shared a video about the impact vaping can have on an athlete's performance. He also urged young people not to be influenced by their peers to try vaping: It can be hard to say no at first, but support yourself and your friends are there to help and support you along the way " he said. You might even help them say no, too. ".

An awareness strategy against disinformation and the tobacco industry

Research conducted by the Cancer Council as part of the Generation Vape study shows that Australia's national approach is reducing the social normalization of vaping. This coordinated action is supported by regulation, education, and a strategic presence on social media.

According to the Australian Institute of Health and Welfare, vaping and e-cigarette use are the most common practices among young people aged 18 to 24 in Australia.[2].

The first phase of the campaign had already borne fruit, with content sponsored by the Australian government having been viewed more than 8 million times and accumulated more than 650,000 likes.

Health Minister Mark Butler said: " There is massive misinformation and a huge number of advertisements online designed to attract teenagers to vaping. […] Education is a key element, alongside the Albanese government's ambitious reforms, in preventing the tobacco industry from creating a new generation addicted to nicotine. […] It's clear that teenagers aren't watching TV or listening to health ministers—as unfortunate as that may be—so we've turned to those they actually listen to: influencers, comedians, athletes, gamers, and more. ".

Finally, anyone wishing to quit vaping can seek advice from a healthcare professional, download the MyQuitBuddy app, which provides advice and information on how to quit smoking and vaping, or visit the Australian Department of Health's official website.

Despite significant preventive measures and reforms, such as the requirement for tobacco retailers to have a sales license, intended to reduce the supply and thus the sale of tobacco, particularly to minors, Australia is faced with trafficking in nicotine products. Nicotine pouches, although their sale, promotion and possession are prohibited in the country, are consumed by 20 % of Australians aged 16 to 39.

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[1]Health.gov.au, More influencers join the fight against youth vaping, published June 23, 2025, accessed June 23, 2025

[2]Glover April, Australian government enlists influencers to warn young people about dangers of vaping, 9 News, published June 23, 2025, accessed June 23, 2025

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