Jaded London Ad Banned for Glamorising Smoking

The UK Advertising Standards Authority (ASA) has prohibited a promotional email from the fashion label Jaded London for romanticizing smoking. The email, dispatched on 27 May, showcased a model on vacation with a lit cigarette. The ASA determined that the image was overly stylized, portraying the model in a chic and appealing light, thus making smoking attractive. Jaded London, whose apparel has been donned by celebrities like Beyoncé and Kylie Jenner, contended that the cigarette was not the ad's focal point and was thinner than usual, yet they consented to refrain from featuring smoking models in the future. Established in 2013 by siblings Jade Camber and Grant Goulden, the brand boasts 1.5 million Instagram followers and achieved £51m in sales for the year ending June 2025. The ASA's guidelines on responsible marketing prohibit depicting smoking in a favorable manner. The authority instructed the brand to withdraw the advertisement and ensure future promotions align with social responsibility. At the time of this report, Jaded London's Instagram showcased several other instances of individuals smoking while wearing its garments, but the ASA could not assess whether those posts violated regulations without a formal investigation. This ban is a response to a complaint made to the ASA and is part of wider UK initiatives to regulate advertising, including a smoking ban for individuals born after 2008 and restrictions on junk food advertisements on television.