Fashion Brand's Smoking Ad Banned

A fashion brand's advertisement has been banned by the advertising watchdog for allegedly glamorizing smoking. Jaded London, known for its celebrity clientele including Beyoncé and Kylie Jenner, used an image in a marketing email that depicted a woman on holiday holding a cigarette. The Advertising Standards Authority (ASA) ruled that the advert was heavily stylized, presenting the model attractively and making smoking seem appealing, which contravenes rules on socially responsible marketing.

Jaded London contested that the cigarette was not the primary focus and appeared unlit and less prominent than other elements like clothing. However, the company has agreed to stop featuring models smoking in future marketing communications. The ASA's ruling stated that the advert evoked an aspirational holiday lifestyle and the visible ash on the cigarette suggested it was lit. The fashion brand, founded in 2013, has a significant online following and its clothing is stocked in major retailers.