UK Advertising Authority Bans Jaded London Email for Glamourising Smoking

The UK Advertising Standards Authority (ASA) has banned a marketing email sent by fashion brand Jaded London after upholding a complaint that the image – a model holding a lit cigarette while dressed in holiday‑style clothing – glamorised smoking. The regulator said the ad breached rule 1.3 of the CAP Code, which requires marketing communications to be socially responsible, and ordered the brand not to use the image again while urging it to ensure future ads do not present smoking as appealing.

Jaded London, founded by siblings Jade Camber and Grant Goulden in 2013, argued the cigarette was not clearly visible and not the focus of the ad, but agreed to stop using smoking content in future communications. The brand, popular among young consumers and celebrities such as Beyoncé and Kylie Jenner, reported £51 million in sales for the year to June 2025 and has 1.5 million Instagram followers.