Fashion brand Jaded has ad banned for 'glamourising smoking'
The advertising watchdog said Jaded London's marketing email made smoking seem appealing.
Fashion brand Jaded London has faced criticism after its marketing email featuring a model with a cigarette was banned by the Advertising Standards Authority (ASA) for "glamourising smoking". The ASA deemed the ad "heavily stylised and presented the model in a fashionable and attractive manner", making smoking seem appealing. Jaded London, known for its clientele including Beyoncé and Kylie Jenner, had argued that the cigarette was not the "focus of the ad" but agreed to refrain from using pictures of models smoking in future advertisements.
The ASA's rules prohibit smoking from being presented appealingly, condoned, or encouraged in marketing. The email, sent on May 27, triggered the complaint and subsequent investigation. Jaded London, founded in 2013 by siblings Jade Camber and Grant Goulden, boasts a significant following on Instagram with 1.5 million followers and generates £51 million in annual sales.
The brand, stocked in high-end retailers like Selfridges and Urban Outfitters, defended the ad, stating the cigarette was slimmer than usual and not clearly visible. Despite this, Jaded London agreed to avoid future use of smoking content in its marketing.
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