17/04/2013

ASA Uphold Compliant Over Anti-Plain Cigarette Pack Ad

The Advertising Standards Authority has upheld a complaint by Cancer Research UK over an anti-plain cigarette pack advert, the second in as many months.

Gallaher, which markets brands including Benson & Hedges, Camel and Silk Cut, ran two ads in UK national newspapers claiming that government moves to potentially introduce plain, standardised packaging will be a boon for criminals trading in fake cigarettes.

One of the ads reads: "What make it easier for criminals to make a packet? … The black market in tobacco is booming. "Standardising packs will make them easier to fake and cost taxpayers millions more than the £3bn lost in unpaid duty last year."

However, Cancer Research UK lodged a complaint with the advertising watchdog that it was misleading for the ad to claim that the black market is "booming" and that £3bn was lost in unpaid duty.

The ASA referred to an HMRC report, Tackling Tobacco Smuggling: Building on Our Success, which stated that the "tobacco illicit market had been reduced significantly over the last decade".

The ASA also found that the HMRC used upper and lower limits for estimating losses from unpaid duty – ranging from about £1.2bn to £3bn for cigarettes and hand-rolled tobacco. It said that Gallaher's ads do not state that the £3bn figure is not just for cigarettes, which most consumers would expect from reading the ads.

The ASA concluded that the ads were misleading and told Gallaher they must not appear again without changes.

(H/CD)

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