Jaded London ad banned for glamorizing smoking, says Advertising Standards Authority

Fashion brand Jaded London has had an advertisement banned for glamourizing smoking, according to the Advertising Standards Authority (ASA). The ad featured a woman on holiday holding a cigarette and was part of a marketing email sent out on May 27. The ASA determined that the stylized presentation of the model made smoking appear attractive, which is against their regulations.

The ruling comes at a time when there is increasing scrutiny on how smoking is depicted in media, especially with the UK's recent decisions to implement stricter advertising regulations. The ASA’s rules specifically state that smoking should not be shown in a way that suggests it is appealing or encouraged. Jaded London, known for its popularity among young consumers and celebrity endorsements, argued that the cigarette was not the focal point of the ad. However, they acknowledged the concerns and committed to avoiding similar imagery in future campaigns.

In its analysis, the ASA noted that the model was dressed in trendy clothing and posed in a picturesque setting, which conveyed an aspirational lifestyle. The cigarette was described as slim with visible ash, implying it was lit, further contributing to the ad's glamourization of smoking. Despite Jaded London’s defense that the cigarette was less prominent than other elements, the ASA maintained that the overall impression was misleading.

As Jaded London moves forward, the company has stated it will refrain from using images of models smoking in its advertising. The ASA has encouraged the public to report any ads they believe violate regulations, emphasizing the importance of socially responsible marketing. With Jaded London’s significant presence on social media and its popularity among youth, how the brand adapts its advertising strategy may influence perceptions of smoking among its audience.