ASA Bans Jaded London Ad Over Smoking Image as Brand Agrees to Drop Similar Posts
Updated
Updated · bbc.co.uk · Aug 4
ASA Bans Jaded London Ad Over Smoking Image as Brand Agrees to Drop Similar Posts
3 articles · Updated · bbc.co.uk · Aug 4
Summary
A 27 May Jaded London marketing email was banned after the ASA ruled its holiday-themed image made smoking look appealing.
The watchdog said the model’s fashionable styling, scooter backdrop and waterside setting created an aspirational lifestyle, while the slim cigarette appeared lit and glamourised smoking.
Jaded London argued the cigarette was unclear, unlit and less prominent than the clothes, but said it would stop using images of models smoking in future ads.
The ASA ordered the brand to withdraw the ad and ensure future marketing is socially responsible; other smoking images on Jaded London’s Instagram would require separate complaints to be assessed.
Founded in 2013, Jaded London has 1.5 million Instagram followers and £51 million in annual sales, underscoring the ruling’s relevance for youth-focused fashion marketing.