Jaded London’s summer ad got banned by the UK’s Advertising Standards Authority after featuring a model with a cigarette that, despite lacking visible smoke, was deemed to glamorize smoking — especially when paired with aspirational visuals. The brand argued the cigarette wasn’t clearly identifiable, but regulators said context and video content made the promotion unmistakable. This isn’t their first brush with controversy — they’ve dressed stars like Taylor Swift and Beyoncé — but the ruling underscores a bigger message: fashion ads can’t irresponsibly tie themselves to harmful habits. Jaded London now promises to avoid smoking imagery in future campaigns, as regulators make it clear: glamorizing unhealthy behaviors is off-limits.
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