British American Tobacco this week announced it had signed a deal with McLaren, which has several purposes.

BAT will use McLaren's F1 cars to advertise its "A Better Tomorrow" initiative, which will promote "less risky" tobacco and nicotine products. But it will also work closely with McLaren Applied Technologies to collaborate and share technology "expertise" including batteries and design.

BAT chief marketing officer Kingsley Wheaton said the partnership would allow the company to "drive greater resonance" of its products, including e-cigarettes.

British American Tobacco Australia said in a statement that it was "extremely proud and excited about our new global partnership with McLaren" and it would "not feature any of our cigarette business".

"Needless to say that all our activities in relation to the partnership will be in line with applicable regulation and legislation," the statement said.

It follows revelations in The Age and Sydney Morning Herald last week that Australian authorities were investigating whether a new deal between tobacco giant Philip Morris International and Ferrari could be in breach of tobacco advertising bans by promoting Philip Morris products.

Both companies argue they are not promoting any specific products in their advertising.

Announcing its deal with McLaren, BAT said it was transforming its operations to offer "potentially reduced-risk [tobacco] products" to consumers.

The Formula 1 advertising deal, it said, "gives BAT a platform to accelerate this journey".

Similarly, the new deal between Philip Morris and Ferrari – called "Mission Winnow" – promotes Philip Morris' efforts to transform "not only our company but an entire industry for the 1.1 billion people who smoke and those around them".

Eyebrows were raised by the new logo accompanying the Mission Winnow initiative, which was reminiscent of the uniforms worn before worldwide bans on tobacco advertising came into effect, featuring the Marlboro logo.

The Department of Health, the Victorian Department of Health and Human Services and the Australian Communications and Media Authority are investigating complaints about that partnership, including a complaint lodged about Network 10 and Foxtel for showing the logos in their broadcasts of the Japanese Grand Prix late last year.

A spokesman for the Australian Communications and Media Authority said that investigation was ongoing and it would not be appropriate to comment.

A Department of Health spokesman said tobacco laws in Australia prohibited advertising – be it still or moving, written, sign or symbol, that: "gives publicity to, or otherwise promotes or is intended to promote smoking or the purchase or use of a tobacco product". This includes trademarks, he said.

He confirmed the department was investigating the matter.

Melbourne surgeon John Cunningham lodged the initial complaint with Australian authorities about Philip Morris, and extended his complaint to include the new deal announced by British American Tobacco.

He said consumers would not be fooled by the companies' "weak" attempts to present themselves as concerned for smokers' wellbeing, rather than profits.

Quit Victoria director Sarah White said the latest sponsorship deals were "shameful".

"Tobacco companies do not sponsor sport or any other events without an underlying commercial expectation," Dr White said.

"It's frankly shameful of McLaren to choose to accept money from a company that – knowingly and cynically – markets and sells addictive tobacco products that kill two in three long-term Australian smokers."

A spokesman for the Australian Grand Prix Corporation said the organisation had been in regular contact with key stakeholders on "this very important matter".

The Age and Sydney Morning Herald contacted McLaren for comment but had not received a response by deadline.