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The World Health Organization (WHO) Framework Convention on Tobacco Control (FCTC)1 requires all ratifying parties to implement comprehensive bans on all forms of tobacco advertising, promotion and sponsorship, including online media, and to protect public health polices from tobacco industry interference. However, the borderless nature of the internet, coupled with narrow definitions of advertising and interference, means the tobacco industry still uses online and social media to sell and promote its products, highlight supposed corporate social responsibility practices, and challenge public health views and policies.2

Philip Morris International’s use of Facebook to undermine Australian tobacco control laws