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Tue, 04 Aug 2026

Tue, 04 Aug 2026 Fashion brand Jaded has ad banned for 'glamourising smoking'

The advertising watchdog said Jaded London's marketing email made smoking seem appealing.

* Advert by fashion brand Jaded London, featuring a model on holiday holding a cigarette, was banned by the Advertising Standards Authority (ASA) as it "glamourised smoking".
* The ASA ruled that the advert presented smoking in an appealing way and did not comply with its rules on socially responsible marketing.
* Jaded London argued that the cigarette was not the focus of the ad and that it was a less prominent element, but agreed to stop using pictures of models smoking in future adverts.
* The company has 1.5 million Instagram followers and made £51m in sales last year, with its clothes stocked in shops including Selfridges and Urban Outfitters.
* Jaded London's response to the ASA was that it was "not clear" the model was holding a cigarette because it was slimmer than normal and did not appear to be lit.
* The ASA is unable to comment on whether other posts by Jaded London broke its rules without going through its formal process.