The new rules, which have been drawn up by the Committee of Advertising Practice, now specifically state that ads should not encourage or condone the use of illegal drugs, and bans ads in titles that have 25% or more of its audience aged under 18.
Other rules are similar to those that governed tobacco advertising before the February ban. They state that the ads should not depict anyone smoking, should not encourage people to start smoking and should not appeal to the rebellious or adventurous side of people.
Andrew Brown, chairman of the CAP, said: "The tobacco ban did not cover advertising for rolling papers and filters but the industry, to its credit, has plugged the gap by signing up to strict self-regulatory advertising rules. The rules will go a long way to continue to ensure that rolling papers are advertised properly."
There have been tit-for-tat industry complaints over rolling paper ads this year. In March, Imperial Tobacco had a complaint about Zig-Zag rolling papers upheld, after accusing the company of using drug references and glamorous women in its ads.
Zig-Zag retaliated by complaining to the ASA about three ads for Imperial Tobacco's Rizla brand, saying they condoned illegal drug use, but the ASA refused to uphold it.
Rizla marketing manager Terry Rogers said: "Rizla has always taken very seriously its duty to advertise responsibly as well as the right to compete for market share among existing rolling paper users. These important rules preserve and build on those vital established principles."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .