Report snapshot: Government advertising 2023-24

27 May 2025
Finance
Health

About this report 

This audit examined whether activities relating to Cancer Institute NSW’s (the Cancer Institute) 2023–24 anti-tobacco and vaping control campaigns were carried out effectively, economically and efficiently, and in compliance with the Government Advertising Act 2011 (the Act), the Government Advertising Regulation 2018 (the Regulation), other laws, and the NSW Government Advertising Guidelines.

Findings

The Cancer Institute’s anti-tobacco and vaping control campaigns complied with the requirements of the Act, the Regulation and largely complied with the Advertising Guidelines.

The vaping control campaign’s evaluation indicates that the campaign was effective in reducing the uptake of vaping among young people in NSW. 

The anti-tobacco campaign achieved positive results but did not meet two of its key outcome targets. However, these were set prior to a reduction in the campaign’s budget and so it is not clear whether the campaign was undertaken effectively.

The Cancer Institute ensured that the audiences for both campaigns were targeted through appropriate media channels and with inclusive messaging. 

The Cancer Institute conducted a cost-benefit analysis for each campaign and demonstrated that the campaigns likely represented value for money.

Both campaigns were undertaken economically. The Cancer Institute directly negotiated with a provider to develop the creative materials for its vaping control campaign, but took steps to ensure that value for money was still achieved.

Fast facts
  • $4.1 million expenditure on the 2023–24 anti-tobacco campaign
  • 108,606 reported number of people who made an attempt to quit smoking as a result of seeing the anti-tobacco campaign
  • $2.9 million expenditure on the 2023–24 vaping control campaign
  • 24,000 the Cancer Institute’s estimate of the number of additional 14–24 year olds whose attempt to quit vaping was contributed to by the campaign

Further information

Please contact Renee O'Kane, Chief of Staff, on 9275 7347 or by email.