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.