In this article
Lawful wholesale supply is the starting pointWhat the advertising authorisation permitsWhy a trade audience must really be restrictedRecordkeeping and verificationFrequently asked questionsCan a distributor publicly publish its entire vape catalogue?Can permitted B2B material include any claim?Further readingOfficial sourcesRelated articles
Wholesale businesses form part of Australia's regulated supply chain for vaping goods, but their ability to exchange product information does not amount to a right to advertise to the public. The relevant authorisation is purpose-specific and audience-specific.
Lawful wholesale supply is the starting point
The Therapeutic Goods framework restricts supply and commercial possession of vaping goods. The TGA's advertising guidance allows limited communications exclusively to and between certain businesses engaged in lawful wholesale and retail supply. The underlying supply must be lawful under the relevant regulations; describing someone as a wholesaler does not itself establish eligibility.
What the advertising authorisation permits
For authorised supply-chain recipients, the TGA identifies a constrained range of permitted information, including availability, price, necessary safe-use details and product particulars such as formulation, composition, intended purpose and design specifications. Information must be consistent with the appropriate sponsor notice when required. Testimonials, unsolicited public endorsements and broad promotional messaging should not be treated as part of that limited permission.
Why a trade audience must really be restricted
The phrase “directed exclusively” requires exclusion of other audiences. A wholesale price list presented on a public website cannot rely on an exclusive business-to-business permission merely because the heading says “trade”. The content, actual audience and the applicable recipient categories determine whether the authorisation is relevant.
Recordkeeping and verification
Bona fide participants in a regulated supply chain may need evidence identifying the parties, product class and lawful route of supply. The TGA's sponsor, importer and manufacturer guidance also identifies notification and product-standard obligations. Wholesale businesses should distinguish proof of product compliance from proof that a particular advertising communication is authorised; one does not replace the other.
Frequently asked questions
Can a distributor publicly publish its entire vape catalogue?
The general public advertising prohibition still applies. Limited supply-chain communications require an authorised audience and prescribed conditions.
Can permitted B2B material include any claim?
No. The authorisation restricts the kind of information and promotional features that may be included.
Further reading
- Australian vaporiser laws and regulations
- Advertising to Healthcare Professionals: Australian Rules
- Understanding the Vaping Goods Advertising Authorisation 2024
- Product Listings and Online Catalogues: Advertising Risk
Official sources
- TGA — Vapes: advertising and promotion
- Federal Register — Vaping Goods Advertising Authorisation 2024
- Federal Register — Possession and Supply Determination (latest)
- TGA — Information for sponsors, importers and manufacturers
Information current to 9 October 2026. Australian law and regulatory guidance may change. This page provides general information rather than legal or clinical advice.