The Advertising Standards Authority has banned a marketing email from fashion brand Jaded London after ruling that it glamorised smoking. The email, sent on 27 May, featured a stylised image of a model on holiday holding a lit cigarette, which the watchdog said presented smoking in an appealing and fashionable light in breach of its rules on socially responsible advertising.

The ASA said the image showed the woman in fashionable clothing beside a scooter and water, evoking an "aspirational holiday lifestyle" while holding a slim, apparently lit cigarette. Jaded London, founded in 2013 by siblings Jade Camber and Grant Goulden and worn by celebrities including Beyoncé and Kylie Jenner, disputed that the cigarette was the ad's focus but agreed to avoid such imagery in future campaigns. The brand, which has 1.5 million Instagram followers and recorded £51m in sales to June 2025, has been told to stop running the ad, though similar smoking imagery reportedly remains on its Instagram feed.