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Tobacco advertising is illegal in Australia, yet ads continue to appear on Facebook. Quit calls for stronger enforcement as TGA fines reach $1.5 million and Meta removes content after ABC enquiries.
Tobacco advertising remains visible on Facebook despite being illegal in Australia, with public health organisation Quit warning that current enforcement is only the tip of the iceberg. As of July 1, the Therapeutic Goods Administration had issued $1.5 million in fines against tobacco advertisers, launched 200 active investigations into online ads, blocked 436 websites, and issued 505 advertising warnings. The ABC has seen multiple examples of illegal tobacco ads on Facebook, which were reported by a user but not taken down until ABC enquiries prompted Meta to remove the content.
Australian Law Bans Tobacco Advertising
Under the Public Health Act, it is illegal to advertise or promote smoking or the use of tobacco products, including on social media platforms. The TGA is responsible for enforcing these laws and has taken action against online advertisements. However, Quit argues that the federal government is barely scratching the surface in its battle against illegal tobacco advertising on social media.
A Meta spokesperson said the company had removed the content after ABC enquiries. They stated that the content was removed and action was taken against the accounts and pages behind them for violating policies. Meta encouraged people to report content that may breach its rules so it can review and take appropriate action.
Quit Calls for Stronger Enforcement
Quit spokesperson Rachael Andersen said social media advertising for tobacco was becoming more common and the Australian government was struggling to manage it. She noted that a lot of this advertising is happening subconsciously, and people may not be aware that it is illegal for tobacco companies to advertise. Ms Andersen said stronger action on illegal advertising was needed to protect the public from the harms of the tobacco industry.
She called for the federal government to exercise its powers under these laws and act on complaints when raised, compelling social media giants to remove illegal tobacco or vaping ad content from their platforms. According to Ms Andersen, social media platforms cannot be passive bystanders to this problem. They have significant influence and reach and therefore responsibility to address this when it is raised with them.
Ms Andersen also said accountability was needed, including from social media giants. She pointed to examples where advertising was raised directly with these businesses, but they did not remove the ads. She described it as brazen illegal activity happening in plain sight, with too few repercussions for retailers and commercial operators.
Health Risks and Government Response
Ms Andersen said illegal tobacco advertisements were playing a role in normalising tobacco consumption. She highlighted that tobacco causes 16 types of cancer and addiction is really hard to break, so reinforcing messaging popping up on people's social media platforms is undesirable.
A Department of Health, Disability and Ageing spokesperson said all alleged breaches of non-compliance were taken seriously. The Australian government is concerned about any advertising that encourages tobacco and nicotine use. This is why the government has taken strong action to strengthen legislation, enforcement, education and support to protect Australians from the harms of tobacco and e-cigarettes. Material may be assessed on a case-by-case basis, including whether it has the effect or likely effect of encouraging or normalising smoking behaviour.
The ongoing presence of illegal tobacco ads on Facebook highlights the challenges of regulating social media content. With millions of users, platforms like Facebook are powerful tools for advertisers, and enforcing bans requires constant vigilance. Public health advocates argue that without tougher penalties and proactive removal by platforms, illegal ads will continue to reach audiences, especially young people.
Quit's call for repercussions for retailers and social media giants underscores the need for a multi-faceted approach. This includes government enforcement, platform responsibility, and public awareness. As the TGA continues its investigations, the effectiveness of current measures will be closely watched. The case also raises questions about the role of influencer marketing, which can subtly promote tobacco products without explicit ads.
Ultimately, the goal is to reduce tobacco consumption and its associated health risks. With tobacco causing 16 types of cancer and addiction being difficult to break, preventing advertising that normalises smoking is a critical public health priority. The Australian government's actions to strengthen legislation and enforcement are steps in the right direction, but advocates say more needs to be done to hold both advertisers and platforms accountable.
Tobacco Advertising Facebook Australia Quit Therapeutic Goods Administration Meta Public Health Act
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