Fashion brand Jaded has ad banned for 'glamourising smoking'
Summary
The Advertising Standards Authority (ASA) banned a marketing email from fashion brand Jaded London because it showed a woman holding a cigarette, which the ASA said made smoking look attractive. Jaded London agreed to stop using images of models smoking in future advertisements.Key Facts
- Jaded London used a photo of a woman holding a cigarette in a marketing email sent on May 27.
- The ASA said the ad made smoking look stylish and appealing, which is against their rules.
- The cigarette was slim and had ash, suggesting it was lit.
- Jaded London argued the cigarette was not the main focus and may not be clearly visible or lit.
- The ASA told Jaded London to stop using the ad and ensure future ads are socially responsible.
- Jaded London said they would not use images of models smoking in future ads.
- The brand is popular with young people and has 1.5 million Instagram followers.
- At the time, Jaded London's Instagram still had some images with people smoking while wearing their clothes.
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