Cigarette paper manufacturer Zig Zag has admitted taking on its rival Rizla in a tit-for-tat disagreement over advertising.

Zig Zag made the admission after the Advertising Standards Authority, acting on a complaint from the company, banned a Rizla ad because it contained references to drug-taking.

In defence of its actions, Zig Zag said it made the complaint after Rizla’s brand owner, Imperial Tobacco, twice landed it in trouble with the watchdog earlier this year.