The Advertising Standards Authority has banned an advert from clothing brand Jaded London for “glamourising” smoking.
The email, which appeared on 27 May 2026, was flagged by a complainant who challenged whether the campaign was irresponsible because it showed smoking to be glamourous.
It showed a model wearing a pink backless mini dress standing by a scooter next to a body of water with a cigarette in hand.
Jaded London responded to the watchdog’s concerns, stating it was not clear that the model was holding a cigarette as the object in her hand appeared to be “slimmer” than a cigarette and there was no smoke visible in the picture.
The firm added that it did not believe that the cigarette was the focus of the ad as it was less prominent than the models clothing and accessories.
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However, Jaded London stated that it understood why it was best to avoid images of models with cigarettes and highlighted that they would not use smoking content in future campaigns.
The regulator on the other hand believed that the ad was lit as it had visible ash at the tip. It added that it considered that due to the way the ad presented the model in a “fashionable and attractive manner” it portrayed smoking as appealing and “therefore irresponsibly glamorised it”.
It ruled the ad breached CAP Code (Edition 12) rule 1.3 (Social Responsibility) and told Jaded London that the ad must not appear again in the form complained about.
It also highlighted that Jaded London should ensure that its future marketing drives did not glamorise smoking.
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