Ad description
A sponsored ad on Facebook, for a mobile phone case with an inbuilt cigarette lighter, featured a close-up image of a cigarette being lit. Text stated "TAG SOMEONE WHO CAN USE THIS".
Issue
One complainant, who thought the ad presented smoking in an appealing manner, challenged whether the ad was irresponsible.
Response
Lightercase Inc did not think the ad presented smoking in an appealing manner.
Facebook said the ad did not violate their Advertising Guidelines.
Assessment
Upheld
The ASA noted the ad neither explicitly encouraged non-smokers to start smoking nor existing smokers to continue, and acknowledged that tobacco was a legally available product and there were no specific restrictions on the advertising of cigarette lighters. However, we considered the combination of the image of the lit cigarette and the encouragement to "TAG SOMEONE WHO CAN USE THIS" presented smoking in a positive light, and that the overall impression of the ad was that it normalised and condoned smoking and presented it in an appealing manner. We concluded the ad was therefore irresponsible.
The ad breached CAP Code (Edition 12) rule 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Responsible advertising).
Action
The ad must not appear again in its current form.
