Facebook ads opposing a ban on vaping in Australia failed to disclose tobacco company backing

A pro-vaping lobby group has run a series of advertisements targeting those over 18 without disclosing the ads were sponsored by big tobacco, despite Facebook requiring groups advertising political or social issues to disclose who paid for the ad.

In late December, just after the federal health minister, Mark Butler, announced the Therapeutic Goods Administration (TGA) had opened sweeping vaping reforms to consultation, Responsible Vaping Australia launched its advertisements.

But the ad campaigns, including the latest which ran from 13-19 February, do not target retailers. Facebook data from the February campaign shows users aged 18 and above with an interest in nightclubs, pubs, bars and clubbing subculture were the target audience, and were where the bulk of the advertising spending was directed. Advertisers can select the demographics, interests and behaviours of people they want to see their ads.

A tobacco control expert and professor of public health with the University of Sydney, Becky Freeman, said it was misleading for Responsible Vaping Australia to label itself as an education and research group given its clear political agenda.

Guardian Australia has contacted Responsible Vaping Australia for comment. Despite being an Australia-focused group, most of the administrators of the Responsible Vaping Australia page are in Hong Kong and Pakistan.

Tobacco control expert Prof Simon Chapman said people should be wary of providing their details to the Responsible Vaping Australia website and petition.

The TGA told Guardian Australia it had received close to 4,000 submissions to the consultation.