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Jaded London advert banned for making smoking look appealing

The Advertising Standards Authority said Jaded London positioned a model holding a lit cigarette in a stylised, aspirational holiday setting, and ordered the brand to stop using the ad after an email sent May 27.

Reported · Written up by our desk · Sectors

The UK advertising watchdog has banned a marketing email from fashion brand Jaded London after finding it presented smoking in an appealing way, which its rules prohibit, BBC Business reports.

In the ad, the model is shown in fashionable clothing and accessories on a holiday-style scene, holding a slim cigarette with visible ash at the tip, which the Advertising Standards Authority said suggested it was lit and made smoking seem attractive.

Jaded London argued the cigarette was not the focus and said it would not use images of models smoking in future, agreeing to avoid such content after the regulator’s finding.

The regulator told the brand to stop the campaign and ensure future marketing communications are socially responsible; the complaint was investigated after the email went out on May 27.

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