Jaded London Ad Banned for Glamourizing Smoking, Says Advertising Watchdog

POLICY WIRE — London, UK — The Advertising Standards Authority (ASA) has banned a marketing email by Jaded London for making smoking appear appealing. The fashion brand’s advertisement has been deemed irresponsible under the Committee of Advertising Practice (CAP) Code.

The ASA received a complaint alleging that the email campaign glamourized smoking. Upon review, the watchdog agreed, stating that the advertisement breached CAP Code rules on social responsibility and harm or offence.

In its ruling, the ASA emphasized that the depiction of smoking in the advertisement was likely to be particularly appealing to under-18s, who are especially vulnerable to such imagery. The authority concluded that the ad was therefore socially irresponsible.

Jaded London has been instructed not to disseminate the advertisement in its current form. The brand hasn’t issued a public statement regarding the ASA’s decision.

Reporting by Policy-Wire (PW)