ASA bans Jaded London ad for glamorising cigarettes

The Advertising Standards Authority (ASA) decided that an email from fashion brand Jaded London breached responsible marketing rules by presenting the act of smoking in an attractive manner. The decision was taken after a consumer complaint and affected the campaign sent on May 27.

ASA's decision on Jaded London's ad

The ASA classified the ad as “heavily stylised and presented the model in a fashionable and attractive manner”, stating that the image made the cigarette appear desirable. The body ordered the material’s removal and advised the company to adopt socially responsible practices in future communications.

Reason for the ban: glamorisation of cigarettes

According to the ASA, the model appeared in “fashionable clothing and accessories standing in front of a scooter next to a body of water, which the ASA considered evoked an aspirational holiday lifestyle”. By holding a thin cigarette with the ember visible, the scene suggested the cigarette was lit, which, according to the authority, “suggested it was lit”.

Brand’s position regarding the accusation

Jaded London argued that the cigarette was not the focus of the piece and that it was not clear the object was lit, claiming that “not clear” the model was holding a cigarette because it was thinner than usual. The company also highlighted that the element was less prominent than the clothing and accessories.

Jaded London's future commitment

Even while acknowledging the ASA’s argument, the brand accepted the recommendation and stated that it “understood why it was best to avoid images of models holding cigarettes”. Jaded London pledged it will no longer use tobacco-related content in its campaigns.

ASA's reaction to other brand publications

When asked about other images of people smoking while wearing Jaded London apparel, the ASA said it could not comment until the posts underwent its formal assessment process, underscoring the importance of consumer complaints.

With information from BBC News.