Fashion label Jaded London has been prohibited from using an advertisement that the Advertising Standards Authority (ASA) deemed to glamourise smoking. The controversial marketing material, which featured a woman on holiday holding a cigarette, has raised significant concerns regarding its influence on public perceptions of smoking.
The Controversial Advertisement
The ASA’s ruling followed a complaint regarding an email campaign circulated by Jaded London on 27 May. The advertisement showcased a model dressed in stylish attire, standing beside a scooter near a body of water, embodying an aspirational holiday lifestyle. However, the presence of a cigarette in the model’s hand, which appeared to be lit, did not escape scrutiny. The ASA stated that the ad was “heavily stylised” and portrayed the model in a manner that made smoking seem alluring.
In response to the ASA’s concerns, Jaded London contended that the cigarette was not the primary focus of the advertisement. They argued that it was less noticeable than other elements, such as the model’s clothing and accessories. However, the brand acknowledged the ASA’s perspective and agreed to refrain from incorporating images of models smoking in future marketing endeavours.
The ASA’s Standards on Smoking Imagery
The ASA enforces strict guidelines regarding the depiction of smoking in advertisements. Under these regulations, any portrayal of smoking that could be perceived as appealing, condoned, or encouraged is strictly prohibited. The authority’s decision to ban the advertisement aligns with ongoing efforts to mitigate the influence of smoking imagery, particularly in marketing targeted at younger audiences.
Jaded London, founded by siblings Jade Camber and Grant Goulden in 2013, has garnered a substantial following, boasting 1.5 million Instagram followers. With a strong presence in retail outlets such as Selfridges and Urban Outfitters, the brand achieved sales of £51 million in the year leading up to June 2025.
Future Implications for Jaded London
Despite the ruling, Jaded London’s social media presence continues to feature images of individuals smoking while adorned in the brand’s clothing. The ASA has indicated that it cannot comment on whether these posts violate regulations without undergoing its formal review process. The authority encourages individuals with concerns about advertising content to report it for investigation.
Jaded London’s decision to withdraw smoking imagery from its marketing strategy reflects a growing trend among brands to promote socially responsible advertising practices. As public awareness of the health risks associated with smoking increases, companies are facing greater scrutiny over their marketing tactics.
Why it Matters
The ban on Jaded London’s advertisement signals a crucial shift in the fashion industry’s approach to smoking imagery, emphasising the need for brands to align with socially responsible advertising standards. As public health initiatives continue to combat smoking-related issues, the ripple effects of this ruling may influence other brands, prompting them to reconsider their marketing strategies. This case underscores the importance of corporate accountability in promoting healthy lifestyles and the potential impact of advertising on societal norms.
