Why Australian Online Tobacco Stores Cannot Show Product Photos
Customers may notice that compliant Australian tobacco websites look very different from ordinary online stores.
Cigarette and tobacco listings cannot use lifestyle photography, colourful promotional designs or conventional product images. This is a legal requirement rather than a technical problem with the website.
Are Tobacco Product Images Allowed Online?
Images of regulated tobacco products and their associated packaging, branding or logos cannot be displayed in an online point-of-sale tobacco advertisement.
This restriction can cover images of:
- Cigarette packs
- Individual cigarettes
- Rolling-tobacco pouches
- Tobacco branding and logos
- Certain regulated tobacco accessories
- Promotional smoking imagery
Using a plain background does not make a tobacco product photograph permissible.
What Information Can Be Displayed?
An online tobacco listing may generally include limited factual information, such as:
- The permitted product and variant name
- Package size or tobacco weight
- One price inclusive of all taxes
- Delivery or additional charges
- Product code or item number
- Country of origin in the prescribed format
No additional product description should be added unless it is expressly permitted.
Why Do Listings Use a Simple Layout?
Online tobacco listings must use a standardised layout so one product is not made more prominent than another.
The required format generally includes:
- Black text
- A white background
- The same sans-serif font
- A consistent font size
- The same layout for every listed product
Product pages must also state that product prices include all taxes.
What Language Is Prohibited?
Online tobacco advertising must not contain language intended to entice someone to purchase a product.
Examples of prohibited promotional language include:
- “Cheap”
- “Discount”
- “Bulk savings”
- “Buy one, get one free”
- “Tax free”
Claims suggesting reduced harm, positive qualities or health benefits are also prohibited.
What Other Website Requirements Apply?
Before accessing tobacco advertisements or a purchasing facility, visitors must pass an 18-plus age-verification step.
Pages containing tobacco advertisements must display the required online tobacco health warning prominently at the top. The warning must remain visible, legible, undistorted and non-collapsible.
These restrictions explain why legally cautious online tobacco listings are simple and text-based.