When it comes to warning young people about the dangers of drugs, shock and awe advertising campaigns are a turn off, according to confidential research commissioned by the federal government.

But despite the federal Health Department being warned in 2013 against adopting a traditional "drugs are bad" campaign by its own researchers, the Abbott government's recently launched advertising blitz on ice has adopted a hard-hitting approach by depicting an ice user violently lashing out in a hospital.

With the $11 million ice advertising campaign already under scrutiny for including an ad almost identical to one first aired in 2007, the revelation of the 2013 research advice casts doubt of the likely effectiveness of the new campaign.

The 2013 research advised that a "drugs are bad" approach to advertising had no credibility with the young target audience. Instead, it found advertising campaigns needed to accept that people take drugs for a reason and provide a "harm minimisation" message rather than "zero tolerance".

"Any consequence that feels overblown is likely to be seen as scare-mongering and therefore be less likely to be considered or have an impact," the research concluded.

The advice to the Health Department reflects the results of 2010 US research into a graphic campaign known as the Montana Meth Project – which featured shocking photographs of ice users with shrunken faces and missing teeth – which found the advertisements had no effect on drug use among that state's youth.

Penington Institute chief executive John Ryan, who is part of a committee advising Victorian Premier Daniel Andrews about ice, said "dusting off" an old fear-based campaign and badging it as new was counter-productive.

"Audience research confirms that the consequences of ice are already well known and quite frightening. Drug users, and people who don't use illicit drugs, are well aware of the most frightening consequences, including the possibility of psychosis and violence. Our research shows that there is already a strong perception that ice can ruin lives," Mr Ryan said.

He suggested a more nuanced approach that caused ice users to carefully think about the reasons they were taking the drug would likely be more effective.

The Health Department told the ABC this week that its new ice campaign had been "re-tested amongst young people and parents" and found to be still highly credible.

It also said the present campaign had new advertising materials for online and social media channels unlike the 2007 ice campaign.