Mamamia and News Corp Australia’s magazine publisher NewsLifeMedia are facing legal proceedings in the Federal Court, brought by the Therapeutic Goods Administration (TGA), over allegations they unlawfully advertised prescription medicinal cannabis products.
The case stems from articles published by Mamamia and Body + Soul in 2022 and 2023, which the TGA claims included unauthorised endorsements and prohibited representations in breach of Australia’s advertising code for therapeutic goods.
Allegations tied to sponsored content and endorsements
The TGA alleges that both media outlets ran editorial content promoting alternative medicine provider Atlus, following a PR campaign organised by Atlus and its agency partner Straight Up PR.
According to the regulator, the articles included testimonials from a nurse and a doctor, both of whom are prohibited from endorsing prescription medicines under current regulations, and referenced the use of medicinal cannabis for serious health conditions.
The TGA also claims the Mamamia article featured a contribution from someone linked to Atlus’ marketing activities.
In a public statement, the TGA said the advertising used “restricted or prohibited representations” and often referred to medicinal cannabis using euphemistic language such as “plant medicine.”
It further alleges Atlus and its sole director, Dr Shimal Jobanputra, were directly involved in the creation and approval of the articles. The regulator is pursuing declarations and financial penalties against all parties, including Mamamia, NewsLife, Straight Up PR, Atlus and Dr Jobanputra.
The Atlus website
What are the implications for media, marketers and health advertisers?
Professor Anthony Lawler, head of the TGA, said all parties had previously received multiple warnings about their conduct.
“Advertising prescription medicines to the public can create inappropriate demand and undermine clinical relationships,” he said, noting that enforcement action will continue where breaches are identified.
For publishers and advertisers, the case serves as a cautionary reminder about the legal and ethical boundaries of health-related marketing.
While branded content remains a core revenue stream for many media companies, the TGA’s action reinforces that advertising codes must be rigorously followed, especially in sectors involving regulated medical treatments.
Mediaweek has reached out to both Mamamia and News Corp Australia for comment.