ASA Extinguishes Glamorous Smoking Ads
The ASA has upheld complaints against a series of national press ads for Zig Zag cigarette papers, following complaints that they glamourised smoking.
The ads, which appeared in a number of magazines, including men’s lifestyle titles Front and Bizarre, featured a selection of women with the words “smooth skins” tattooed on their naked shoulders.
Complainants objected to the ads on the grounds that their use of attractive female models implied that smoking was glamorous and enhanced attractiveness.
The advertisers argued that the models were portrayed as being sexually neutral and would not be associated with romantic success, be sexually titillating or suggest that smoking was glamorous. They argued that the ads were intended to suggest that the cigarette papers were as smooth as the women’s skin and therefore pleasant to handle and smoke.
However, the ASA considered that the women appeared to be naked and that the ads were sexually titillating. It expressed concern that the tattoo was likely to be seen as fashionable and would therefore appeal to young people.
The Authority noted the advertiser’s intended meaning of the word “smooth” but felt that its use was ambiguous and could relate to the product, the women’s skin, or the smokers who used the branded cigarette papers. It concluded that the ads linked smoking with admirable qualities, exaggerated the pleasure of smoking and implied that it was glamorous to smoke. The complaints were upheld and the advertisers ordered to use a different approach in future.
Last October legislation to ban tobacco advertising in Britain passed through the House of Commons, 40 years after the Royal College of Physicians published conclusive evidence linking smoking with lung cancer (see UK Tobacco Ad Ban Passed By Parliament).
The legislation, which came into force last month, bans press, billboard and online advertising of tobacco and prohibits free distribution of tobacco products, direct mail or coupon offers. There will also be restrictions on the display and promotion of tobacco products in shops and an end to sponsorship by tobacco companies of sporting and other events (see Government Puts Deadlines On Tobacco Ad Ban).
ASA: 020 7580 5555 www.asa.org.uk
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