The Advertising Standards Authority has prohibited a marketing email from fashion brand Jaded London, citing that an image featuring a model with a lit cigarette irresponsibly glamorised smoking.
The email, sent on 27 May, showed a model wearing a pink backless mini dress and standing beside a scooter near a body of water. A slim cigarette with visible ash was held by the model, creating an aspirational holiday vibe that the regulator deemed misleading.
In its ruling, the authority stated that the stylised image presented the model in an attractive manner while linking smoking to an appealing lifestyle, thereby violating rule 1.3 of the CAP Code, which requires marketing to be socially responsible.
Jaded London was instructed to remove the offending ad in its current form and to ensure future communications do not glamorise smoking. The company acknowledged the risk of such imagery and pledged to avoid using smoking content in upcoming campaigns.
The brand, founded in 2013, recorded sales of £51 million in the year ending June 2025 and operates a significant social media presence. This is the second complaint upheld against the company, following a December 2024 ban on an Instagram post that objectified women.
Regulators have previously taken action against other clothing retailers for image‑led marketing that was deemed sexualised or misleading. Similar rulings included a 2022 decision against Boohoo and a 2025 ban on carbon‑footprint claims for beef and milk adverts.
At the time of the decision, Jaded London’s Instagram feed featured additional images of people smoking while wearing its apparel. The authority has not assessed whether those posts violate its code without a formal complaint.
