Ash, the anti-smoking charity, is to contact the Advertising Standards Authority over a forthcoming Imperial Tobacco campaign linking its tobacco rolling paper brand Rizla with UK bowling alleys.
'The Art of Rolling' campaign offers consumers the chance to win Rizla 'Bowlaware' merchandise by knocking over a special Rizla bowling pin at Megabowl venues around the UK.
The activity exploits a loophole in the recent government ban on tobacco advertising because it doesn't cover the marketing of tobacco paraphernalia, such as rolling papers.
Naj Dehlavi, a researcher at Ash, said: "We will be looking into the legality of the advert and contacting the ASA.
"It isn't a tobacco product but it should be marketed away from youth activity such as tenpin bowling. If it is allowed to continue, perhaps the Government should consider putting health warnings on all tobacco-related products."