{
  "id": 151736,
  "title": "Fashion brand Jaded has ad banned for 'glamourising smoking'",
  "url": "https://urgent.news/2026/08/04/fashion-brand-jaded-has-ad-banned-for-glamourising-smoking-151736",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-08-04T23:20:12.000Z",
  "source": {
    "name": "BBC Business",
    "slug": "bbc-business",
    "url": "https://www.bbc.co.uk/news/articles/cly843vd3jmo?at_medium=RSS&at_campaign=rss"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "The advertising watchdog said Jaded London's marketing email made smoking seem appealing.",
  "key_points": [
    "Jaded London's ad banned for glamorizing smoking",
    "ASA deemed ad \"heavily stylised\" and appealing",
    "Brand agreed to stop using smoking images in ads"
  ],
  "editors_take": "The ruling cements the ASA's strict stance on advertising that links smoking to appealing lifestyles, forcing brands like Jaded London to rethink their marketing strategies to avoid future penalties.",
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "BBC News",
        "title": "Fashion brand Jaded has ad banned for 'glamourising smoking'",
        "url": "https://urgent.news/2026/08/04/fashion-brand-jaded-has-ad-banned-for-glamourising-smoking",
        "published": "2026-08-04T23:20:12.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}