Golden Wonder has been slammed for making “tasteless and irresponsible” comparisons between buying packets of its crisps and drug dealing.

The offending posters used words often linked to drug users and dealers such as “user” and “dealer”.

The Advertising Standards Agency said that linking the illegal drugs culture with crisps was irresponsibly trivialising a serious social problem.

It also said the adverts, aimed at 18 to 34 year-olds, had created the premise that the product was so rare that a black market had been created and consumers were driven to buying and selling the products on the streets.

Golden Wonder admitted that it had ignored advice from the Committee of Advertising Practice Copy Advice team not to run the adverts because it had received positive consumer feedback.

Golden Wonder was told to use a different approach in the future.