Australia’s first national anti-vaping advertising campaign will urge users to kick their daily habits through a suite of unsettling new ads that warn users vaping addiction can “creep up on you”.
On Monday, the federal government will launch a $63.4m advertising blitz aimed at curbing vaping and smoking use as it prepares for a nationwide ban on non-therapeutic vaping products.
The nation’s first adult anti-vaping advertisement, set to be aired in movie theatres and on television screens, depicts a man sitting with his friends in a pub, a man playing with his son, and a woman chatting to a colleague who are then pulled away by an unseen force – their vape.
Another advertisement, which takes an easier tone and has been targeted towards young people, shows teenagers in typical situations where vaping is common and asks viewers the question, “Why are we still doing this?”.
The new ads follows an influencer-led youth vaping campaign that was rolled out on social media earlier this year, which has since been viewed almost 7.7 million times.
The new anti-smoking and anti-vaping advertisements will run across television, digital video and audio, social media, gaming, radio, cinema and out-of-home channels including billboards, shopping centres and bus shelters.
Health Minister Mark Butler said senators had a “once-in-a-lifetime” opportunity to safeguard Australian’s health when they go to vote on the government’s anti-vaping legislation next month.
“Nicotine is highly addictive and before you know it, what starts as an occasional thing becomes something much more serious. But it’s never too late to quit,” Mr Butler said.
Alongside its rollout of a new public health campaign, the government will also increase funding to launch national consistent support services targeted at nicotine addiction caused by vaping and smoking.
This will include the development of an online ‘quit’ hub and the redevelopment of the My QuitBuddy app to provide new features and support targeted at vaping.
Parents and carers will also be provided with new dedicated resources under the plan, as well as updated clinical guidance for health practitioners.
Labor’s third tranche of anti-vaping legislation, which will be voted on in June, will ban the domestic manufacture, advertisement, supply and commercial possession of non-therapeutic vapes.
It follows laws passed in January that outlawed the importation of disposable vapes into Australia.
Opposition Leader Peter Dutton has yet to declare his position on the oncoming legislation, however, supporters of the ban in the Liberal Party include opposition health spokeswoman Anne Ruston.
Nationals leader David Littleproud has said his party would not support the laws and will instead push for a regulation model similar to tobacco.
The Greens are yet to announce a formal position.
