eBay Australia announced it has launched a new advertising campaign. The tag line is, "Everyone's doing it" and is designed to build awareness for protection programs available when shopping on eBay. The announcement states there are over three million Australian members.

http://www2.ebay.com/aw/au/200603241530452.html

Clarification (4/3/06): eBay did launch an ad campaign in Australia, but it's not being shown on television. The campaign is mostly print (magazines) and online, according to Elizabeth Steed Manager, eBay Corporate & International Communications.