The UK advertising watchdog, the Advertising Standards Authority (ASA), bans a marketing email from clothing brand Jaded London after complaints that it portrays smoking as appealing. The ASA says the advertisement—sent on 27 May 2026—makes smoking seem “glamourous” or otherwise attractive. A complainant challenged whether the campaign was irresponsible on the basis that it presents smoking in a way that could encourage or normalize the habit.
The ASA review focuses on how smoking is depicted in the email. Reporting indicates the advertisement features a model in fashion clothing, including a pink backless mini dress, with smoking shown as part of the overall styling and presentation. In its decision, the ASA concludes that the ad breaks advertising rules related to health and harm, because it presents smoking in a positive or aspirational way rather than discouraging it.
The ban means the advertisement must not be used in its current form. The sources describe the decision as an ASA finding that the marketing email effectively glamorises smoking.
