Jaded London ad banned for ‘glamourising’ smoking

The Advertising Standards Authority has banned an advert from clothing brand Jaded London for “glamourising” smoking.
The email, which appeared on 27 May 2026, was flagged by a complainant who challenged whether the campaign was irresponsible because it showed smoking to be glamourous.
It showed a model wearing a pink backless mini dress standing by a scooter next to a body of water with a cigarette in hand.
Jaded London responded to the watchdog’s concerns, stating it was not