"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)."