this post was submitted on 03 Jul 2026
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Social trends, public policy and advertising have placed smoking at the centre of mainstream culture before, but public policy has also helped push it back to the fringes too.

McElhinney is hopeful Australia can see a similar change again, but she knows it will be a difficult fight. She suggests that rather than simply focusing on how bad smoking is for our bodies, public health campaigns can be used to educate how “tobacco companies manipulate us through insidiously inserting themselves into culture”. The assumption being: if you can spot the tricks you might be less likely to fall for them.

Now taking on big tobacco isn’t as simple as banning glossy print ads, she says. “Over the past decade, subtle culture-led advertising has become best in class.

“As big tobacco continues to innovate and shapeshift, it’s hard for consumers and public health advocates to keep up.”

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