June 20 (Reuters) - An Australian regulator has

initiated federal court proceedings against News Corp

Australia-owned News Life Media and other firms for alleged

illegal advertising of medicinal cannabis, it said on Friday.

The Therapeutic Goods Administration is seeking penalties

against the companies, which include natural therapies provider

AG Therapeutics, media outlet Mamamia.com.au, and public

relations firm Straight Up PR.

News Corp Australia, a unit of News Corp ( NWSA ), did not

immediately respond to a Reuters request for comments.

Articles published by News Life Media and Mamamia allegedly

featured prohibited representations, testimonials, and

endorsements from individuals like healthcare professionals and

relatives, breaching advertising codes, the TGA said.

The regulator has also alleged that AG Therapeutics used

euphemisms like "plant medicine" and promoted medicinal cannabis

for treating serious conditions on its website and social media.

Under Australia's Therapeutic Goods Act 1989, prescription

medicines, including medicinal cannabis, cannot be advertised

directly to the public without prior approval or permission from

the TGA.

"We allege that AG Therapeutics, Mamamia and News Life had

been warned on multiple occasions in relation to the alleged

unlawful advertising of therapeutic goods," said Anthony Lawler,

the head of the regulator.

(Reporting by Roshan Thomas in Bengaluru; Editing by Mrigank

Dhaniwala)