Lovely ceramic Player's ashtray (or change holder?)

Another little cracker I picked up last weekend. Great condition and to be honest, I'm not sure if it's an ashtray or a counter change holder. The gilding round the top is in very good condition (which makes me think it's probably an ashtray rather than a change holder, but I could be wrong) and overall it's a very nice piece. The blue glaze on the bottom is a lovely deep blue and is unmarked.
I was especially taken with the 'Smoke Player's Cigarettes' call to action around the edge.