Advertising watchdogs have dismissed claims that several magazine advertisements for Rizla papers condoned the product’s use for the consumption of illegal drugs.

An ad which appeared in Front magazine was headed: “Replace after 50 uses.” It pictured a battery with negative and positive poles and the caption: “Riza+. It’s what you make of it”.

Front magazine also featured another ad, headed “Smoking”. It pictured a Rizla box with the logo “Jacket+.” on the back and the caption beneath: “Rizla+. It’s what you make of it”.

The Advertising Standards Authority accepted that the wording: “It’s what you make of it” alluded to the action to roll your own cigarette. The Agency appreciated that although the advertisers were aware that a minority used their product in association with soft drugs, that was not its intended purpose and they did not condone that use.