Australia’s first national anti-vaping ad campaign will urge users to break their daily habits through a series of disturbing new ads warning users that vaping addiction can ‘sneak up on you’.
On Monday, the federal government will launch a $63.4 million advertising blitz aimed at curbing vaping and smoking as it prepares to impose a nationwide ban on non-therapeutic vaping products.
The country’s first anti-vaping advert for adults, which will air in cinemas and on television screens, shows a man sitting with his friends in a pub, a man playing with his son, and a woman playing with a colleague talk, which is then pulled away by an invisible force: their vapor.
The new advertising blitz (pictured) is the latest step by the Australian government to prevent people from vaping
Another ad, which has an easier tone and is aimed at 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 follow an influencer-led youth vaping campaign that rolled out on social media earlier this year and has since been viewed nearly 7.7 million times.
The new anti-smoking and anti-vaping ads will run across television, digital video and audio, social media, gaming, radio, cinema and out-of-home channels including billboards, shopping centers and bus shelters.
Health Minister Mark Butler said senators had a “once-in-a-lifetime” opportunity to protect Australia’s health when they vote on the government’s anti-vaping legislation next month.
‘Nicotine is highly addictive and before you know it, what starts out as an occasional thing becomes something much more serious. But it’s never too late to stop,” Butler said.
The ads (pictured) will air in cinemas and on television screens and will also be shown on social media and gaming platforms
Federal Health Minister Mark Butler (pictured centre) said senators have a responsibility to protect the health of Australians when they vote on the government’s anti-vaping legislation next month
In addition to rolling out a new public health campaign, the government will also increase funding to launch national consistent support services targeting nicotine addiction caused by vaping and smoking.
This includes the development of an online ‘quit’ hub and the redevelopment of the My QuitBuddy app to provide new features and support focused on vaping.
Parents and caregivers will also be provided with new specific resources under the plan, as well as updated clinical guidance for caregivers.
The federal government is also increasing funding for support services to curb nicotine addiction caused by vaping and smoking (see the new anti-smoking and anti-vaping ads to be rolled out on Monday)
Labour’s third tranche of anti-vaping legislation, due to be voted on in June, will ban the domestic production, advertising, supply and commercial possession of non-therapeutic vapes.
It follows laws passed in January banning the import of disposable vapes into Australia.
Opposition Leader Peter Dutton has yet to announce his position on the upcoming legislation, but supporters of the ban within the Liberal Party include opposition health spokeswoman Anne Ruston.
Nationals leader David Littleproud has said his party will not support the laws and will instead push for a regulatory model similar to tobacco.
The Greens have yet to announce a formal position.
