The Advertising Standards Authority banned a Jaded London marketing email sent on 27 May after ruling it was glamorising smoking. The watchdog told the brand to stop using the ad and to make future marketing communications socially responsible.
The email showed a woman on holiday holding a cigarette. The ASA said the image was "heavily stylised and presented the model in a fashionable and attractive manner," and that it made smoking seem appealing.
Jaded London and the ASA
The ruling matters for Jaded London because the brand has 1.5 million Instagram followers and is stocked in Selfridges and Urban Outfitters. It made £51m of sales in the year to June 2025, giving the company's marketing a wide reach beyond the single email that triggered the complaint.
Jade Camber and Grant Goulden founded Jaded London in 2013. In this case, the company argued that the cigarette was not the "focus of the ad," and said it was "not clear" whether the model was holding a cigarette.
Smoking image dispute
The ASA said the woman was wearing fashionable clothing and accessories and standing in front of a scooter next to a body of water, which evoked an aspirational holiday lifestyle. It also said the woman was holding a slim cigarette with visible ash at the tip, suggesting it was lit.
Jaded London said it "understood why it was best to avoid images of models holding cigarettes" and agreed not to use pictures of models smoking in future. The company also said it would not use smoking content in future ads.
For readers, the practical change is simple: Jaded London cannot keep using this email, and any future campaign with smoking imagery will need to avoid the appeal the ASA said crossed the line. The open question is how widely the email circulated and whether any other smoking images on Jaded London's Instagram feed will face the same treatment.
