Imperial Tobacco has become the first manufacturer to be formally cautioned for breaking new laws restricting cigarette advertising.
Bristol City Council Trading Standards launched an investigation in September last year after the company inserted ‘Supertrivia’ cards depicting former ad campaigns into packs of Superkings.
The Bristol-based company believed it had found a loophole in the Tobacco Advertising and Promotions Act 2002, which bans most advertising including free giveaways, but has now accepted a caution and agreed not to run similar promotions in the future.
Trading Standards concluded that the inserts in the packs breached legislation and was supported in its interpretation of the law by health minister Melanie Johnson.