But "we considered that hearing an otherwise fearless peer say she was scared her mum might die because she smoked could frighten and distress young children, particularly if they had misunderstood that the risk of death was imminent.
"We considered that the ad could cause distress to children if they were watching TV alone, without their parents or family to explain the ad to them.
"We recognised the importance of the ad reaching its target audience - adult smokers who were parents. But we judged it necessary to balance targeting that audience with avoiding distress to young children."
It ruled the advert had therefore breached four child-related regulations and should not be broadcast before 7.30pm, when any child watching TV was likely to be in the company of his or her parents.
This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.