Advertising Watchdog Bans Jaded London Email Advertisement for 'Glamorising Smoking'

Fashion retailer Jaded London has had a promotional email advertisement banned by the Advertising Standards Authority (ASA) after the watchdog concluded it glamorised smoking.

ASA Upholds Complaint Over Promotional Image

The ASA investigated a complaint concerning an email distributed by Jaded London in November 2023, which featured a model holding a lit cigarette. The complaint argued that the image presented smoking in a positive manner, potentially encouraging its use.

Jaded London defended the advertisement, stating the model was merely holding a cigarette as a prop and not actively smoking. The company asserted that the image was intended to promote their clothing line, not tobacco use, and maintained they did not intend to trivialise smoking or promote it to young people. They further added that the image was not used on any other marketing channels beyond the email.

However, the ASA dismissed Jaded London's defence, determining that the prominent placement of the lit cigarette and the model's pose made smoking appear aspirational and appealing. The Authority concluded that the advertisement breached regulations by normalising and encouraging an unhealthy behaviour.

Regulatory Stance on Smoking Portrayal

This ruling reinforces the ASA's consistent position on the portrayal of smoking in advertisements, particularly concerning its potential influence on younger audiences. Advertising codes prohibit content that encourages dangerous practices or presents them as desirable. The decision means the advertisement must not appear again in its current form, with Jaded London instructed to ensure future marketing complies with advertising standards regarding the depiction of smoking.