Two adverts for cigarette papers have been banned by the Promoting Requirements Authority (ASA) for interesting to below 18s and suggesting that smoking is protected.
The posters for Imperial Tobacco’s Rizla rolling papers appeared in October 2018. One confirmed two individuals dressed as a safety protected standing in entrance of a wall with the phrase “protected” graffitied on it.
The second featured two individuals with cardboard packing containers over their heads standing in entrance of a wall graffitied with the phrase “defend”.
The ASA upheld 4 complaints that the adverts recommended that smoking was protected.
In its ruling it mentioned: “As a result of using the phrase ‘protected’ recommended that smoking was protected, and this might encourage individuals to smoke or improve their consumption, we concluded the advert breached the code.
“We additionally thought-about that the presentation of two individuals standing in daring colored cardboard cut-out objects which additionally corresponded to the color of the Rizla packaging … had been proven in a playful method and which was prone to attraction to individuals below 18.”
Imperial Tobacco had argued that the adverts had been meant to spotlight enhancements to the product’s packaging and that given the general public consciousness of the risks of smoking it was “unlikely” the typical shopper can be influenced to smoke by them.
A spokesman for Imperial Tobacco mentioned: “We take our obligations concerning UK promoting legal guidelines and the accountable advertising and marketing of our merchandise extraordinarily severely.
“Now we have co-operated totally with the ASA in assist of their inquiries.
“The intention of the commercial marketing campaign, which is now not present, was to tell present grownup Rizla customers about enhancements made to Rizla packaging.
“Nonetheless, we respect the ASA’s ruling and take cautious be aware of their evaluation.”