The results from this study suggest that anti-smoking content designed to be shared on social media should complement, rather than attempt to replicate, messages from tobacco control mass media campaigns.

Formation of Australia’s National Drug Strategy (NDS) included an extensive consultation process that was open not only to community and public health stakeholders, but also to representatives of the tobacco and alcohol industries. Australia is bound by the World Health Organization Framework Convention on Tobacco Control, which requires governments to protect tobacco control measures from...