Associate Professor Becky Freeman is an established global authority on the potential of the Internet to circumvent tobacco-advertising bans and enhance tobacco control efforts. As part of the Prevention Research Collaboration, she leads a program of research focused on countering the commercial determinants of health, including tobacco, e-cigarettes, and processed food. She has pioneered methods in monitoring and systematically analysing social media content. Freeman’s research exposing tobacco industry advertising and promotion on social media in the face of comprehensive advertising bans has led to regulation and policy changes in Australia, and internationally, to ensure tobacco control laws capture innovations in media platforms. She is a frequent commentator in the news media on tobacco control topics and the health impacts of advertising. She is the Chief Investigator of the Generation Vape research study.