Fashion brand Jaded has ad banned for 'glamourising smoking'
The advertising watchdog said Jaded London's marketing email made smoking seem appealing.
Fashion label Jaded London has been penalised by the Advertising Standards Authority (ASA) for an advert deemed to "glamourise smoking". The company, known for clothing donned by celebrities like Beyoncé and Kylie Jenner, used a promotional email featuring a picture of a woman on vacation holding a cigarette. The ASA deemed the ad "heavily stylised" and presented the model in a "fashionable and attractive" manner, implying smoking was appealing.
Jaded London claimed the cigarette was not the "focus" of the ad, but agreed to cease using images of models smoking in their future marketing. The ASA's rules prohibit marketing smoking in an appealing or condoned manner. The brand, founded by Jade Camber and Grant Goulden in 2013, boasts 1.5 million Instagram followers and generated £51m in sales by June 2025.
Despite arguing the model's slimmer appearance and less prominent cigarette obscured the image's smoking content, Jaded London agreed to no longer use smoking content in their ads.
Written by urgent.news from BBC Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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