Australiaās tobaccoācontrol landscape has a peculiar feature: the organisations with the most influence over nicotine policy are also the ones most resistant to the idea that saferānicotine products could reduce harm. Among them, the Australian Council on Smoking and Health (ACOSH) stands out not because it is uniquely hostile to vaping, but because it frames that hostility as neutral, evidenceābased public health. This tension between branding and behaviour shapes almost every aspect of Australiaās nicotine debate, and it deserves far more scrutiny than it receives. ACOSH has become the kind of institution whose authority is taken for granted, whose statements are treated as objective truth, and whose worldview quietly permeates government communications, media narratives, and public understanding. Yet the organisationās stance on saferānicotine products is not neutral, not balanced, and not evidenceādriven in any meaningful sense. It is ideological.