The fashion brand Jaded London has had an advertisement banned by the Advertising Standards Authority (ASA) for "glamourising smoking." The ASA instructed the brand to cease using the ad and to "ensure that their future marketing communications were socially responsible."
Founded in 2013 by siblings Jade Camber and Grant Goulden, Jaded London has gained a significant following, particularly among young people, with 1.5 million Instagram followers. The brand's clothing is sold in prominent retailers like Selfridges and Urban Outfitters, and it reported sales of £51 million in the year ending June 2025.
In response to the ASA's findings, Jaded London contended that it was not clear the model was holding a cigarette, as it was slimmer than usual and "did not appear to be lit." The company also argued that the cigarette was "less prominent than other elements of the image, such as the model's clothing and accessories." Despite this, Jaded London stated that it "understood why it was best to avoid images of models holding cigarettes" and committed to not featuring smoking content in future advertisements.
At the time of the report, Jaded London's Instagram feed displayed multiple images of individuals smoking while wearing the brand's apparel. A spokesperson for the ASA informed the BBC that they could not comment on whether these other posts violated the rules without them undergoing a formal review process. The ASA encourages individuals to report any advertisements they find concerning.
Jaded London was approached for comment regarding the ban and its marketing practices.