A magazine ad for cigarette rolling papers showed a stylishly dressed woman with a gold handbag containing rolling papers. The Advertising Standards Authority (ASA) found that the ad associated smoking with a glamorous lifestyle, which was irresponsible and violated the advertising code related to cigarette rolling papers. The ASA ordered that the ad not appear again.
ASA Adjudication on OCB Papers (UK) Ltd, Complaint Ref: 94233
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"The ASA noted the CAP Code rules covering the marketing of rolling papers and filters stated that ads should not imply that smoking was glamorous or link smoking with people who were fashionable or possessed attributes or qualities that might reasonably be expected to command admiration. We considered that the woman in the ad was dressed in a stylish and glamorous manner, as though for a party or night club, and readers were likely to infer from the image that cigarette papers and therefore smoking were part of that individual's life and recreational activities. We acknowledged that there was an element of fantasy in the image as a result of the cigarette papers apparently elevating from a handbag and drifting through the air, and recognised that readers would understand that the image was stylised and unreal. Nevertheless, we considered that the ad associated smoking and a glamorous, fashionable or sophisticated lifestyle, which was irresponsible and breached the Code in relation to the marketing of cigarette rolling papers. The ad breached CAP Code clauses 2.2 (Responsible advertising) and 55.1: 3.8 (Tobacco, rolling papers and filters)."
Limitations regarding the use of quotes The quotes provided here reflect statements from a specific decision. Accordingly, the International Legal Consortium (ILC) cannot guarantee that an appellate court has not reversed a lower court decision which may influence the applicability or influence of a given quote. All quotes have been selected based on the subjective evaluations undertaken by the ILC meaning that quotes provided here may not accurately or comprehensively represent a given court’s opinion or conclusion, as such quotes may have originally appeared alongside other negative opinions or accompanying facts. Further, some quotes are derived from unofficial English translations, which may alter their original meaning. We emphasize the need to review the original decision and related decisions before authoritatively relying on quotes. Using quotes provided here should not be construed as legal advice and is not intended to be a substitute for legal counsel on any subject matter in any jurisdiction. Please see the full limitations at https://www.tobaccocontrollaws.org/about.
A magazine ad for cigarette rolling papers showed a stylishly dressed woman with a gold handbag containing rolling papers. The Advertising Standards Authority (ASA) found that the ad associated smoking with a glamorous lifestyle, which was irresponsible and violated the advertising code related to cigarette rolling papers. The ASA ordered that the ad not appear again.