The Therapeutic Goods Administration has updated its guidance on determining whether therapeutic goods content, including vaping, is considered advertising, reaffirming that the legislative definition has not changed, but providing clearer, more practical direction on its application in modern communication environments.
Central to the guidance is the principle that any content which could reasonably influence a consumer’s decision to use or obtain a therapeutic good may constitute advertising, regardless of format, channel, or whether it appears informational, corporate or educational in nature.
Amanda Fuller, Managing Partner at Omnicom Health and ACA representative for TGACG said: “From an advertiser or agency’s perspective, the guidance is helpful in clearly articulating the factors the TGA considers most relevant, including intent, context and overall impression, and in providing practical examples that support more confident, consistent decision‑making in an increasingly complex media landscape.”
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