On Wednesday, Health Minister Mark Butler revealed the government would spend $250,000 partnering with Spotify, social media influencers and sports stars as part of its anti-vaping program.
But shortly after the announcement, old photos emerged that appeared to show one of the partnered ambassadors holding a vape.
Jaxon Fairbairn, who is a member of the Australian comedy duo Fairbairn Films, posted the photo to his Instagram in June according to The Australian, though it appears to have been deleted.
Asked if these images weakened his government's messages, Mr Butler said it fits the campaign's mission.
"We've engaged 10 or 12 social media influencers and just using the percentages I'd be surprised if a few of them have not vaped in the past," he told ABC radio.
Surfers Zahlia and Shyla Short are among influencers involved in the anti-vaping campaign. (Lukas Coch/AAP PHOTOS)
"I'm not at all perturbed by the fact that one of the young people we're partnering with ... has vaped in the past and has learned from that.
"I think that's a very solid foundation to be able to get out there and credibly push the messages."
The health minister also pushed back on what he deemed was a "pile-on".
"He'd vaped in the past, he's been clear about that and he's not a vaper now," Mr Butler said.
"This pile-on by the traditional media onto this young bloke, I think, is really quite weird."
As part of Wednesday's announcement, Mr Fairbairn's brother Lachlan said it was important that they "support a campaign that will educate people on the harms of vaping and help them seek support if they want it".
Cricketer Ellyse Perry, gamer JackBuzza, diver Sam Fricker and surfers Zahlia and Shyla Short are among others who have partnered with the government.
The health minister is expected to introduce another tranche of anti-vaping legislation in the coming weeks in an attempt to outlaw the sale and supply of vapes by July.
Vapes and e-cigarettes have become a lucrative source of revenue for organised crime, who then use profits to fund other illegal activities like drug and sex trafficking, Mr Butler said.
The government has already banned the importation of single-use vapes and from Friday more restrictions are set to come into effect including a ban on all vape importation without a licence.
However retailers continue to target children and young Australians.
"It's the wild west out there," Mr Butler said.
"These vape stores are opening up almost on a weekly basis and increasingly around school communities.
"Governments haven't been able to crack down earlier but there is now a shared sense of will."
