Fashion brand Jaded has ad banned for 'glamourising smoking'
The Advertising Standards Authority has banned a marketing email from fashion brand Jaded London for glamourising smoking. The watchdog ruled that the imagery, which featured a model holding a cigarette in an aspirational holiday setting, violated rules on socially responsible marketing.
Why it matters
This highlights the strict regulatory environment for fashion marketing and the ongoing efforts to curb the normalization of smoking among young audiences.
Image source, Advertising Standards Authority / Jaded London Image caption, Jaded London argued the cigarette was not the 'focus of the ad'
A fashion brand has had an advert banned by the advertising watchdog which it said was "glamourising smoking".
Jaded London, whose clothes have been worn by Beyoncé and Kylie Jenner, used a picture of a woman on holiday holding a cigarette in one of its marketing emails.
The Advertising Standards Authority (ASA) said the advert was "heavily stylised and presented the model in a fashionable and attractive manner", which made smoking seem appealing.
Jaded London argued that the cigarette was not the "focus of the ad" but agreed to not use pictures of models smoking in future.
Image source, Advertising Standards Authority / Jaded London Image caption, The full image that Jaded London sent in a newsletter
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