Sisters & Seekers advertisement “glamorised smoking” and must therefore not appear again in its current form

A product listing on the Sisters & Seekers website was investigated by the ASA after it attracted complaints for being irresponsible.

The product listing featured a woman, who appeared to be under the age of 25, wearing a pullover and lighting a cigarette with a can of lager placed in front of her.

The ASA upheld the complaints, finding that the advertisement presented smoking and drinking in an appealing and glamourised fashion. Therefore the advertisement was irresponsible. In addition, it breached the CAP Code regarding alcohol because alcohol played a significant role in the content of the advertisement in circumstances where the model appeared to be under 25.