Advertising Watchdog Bans Campaign Showing Smoking as Glamorous and Sophisticated

The Advertising Standards Authority (ASA) has banned a marketing campaign after finding that it portrayed smoking in a glamorous and appealing light that risked encouraging non-smokers to take up the habit and appealing to underage viewers. The campaign, which appeared across various media channels, featured imagery and messaging that the ASA said was irresponsible given existing restrictions on tobacco advertising. The authority found the ads breached its codes on the promotion of tobacco products. The brand behind the campaign argued that the advertising was compliant with all relevant regulations and was targeted at adult existing smokers only. However, the ASA ruled that the execution of the campaign crossed the line into glamorizing tobacco use. Public health campaigners welcomed the ban, saying it demonstrated the importance of vigilant enforcement of advertising regulations. They called for even stricter controls on any advertising that could be seen as making smoking appear desirable.