The ASA told the brand to stop using the ad and "ensure that their future marketing communications were socially responsible". Founded by siblings Jade Camber and Grant Goulden in 2013, Jaded London has amassed 1.5 million Instagram followers and is particularly popular among young people. However, it said it "understood why it was best to avoid images of models holding cigarettes" and would not use smoking content in future ads. At the time of writing, Jaded London's Instagram feed contained several other images of people smoking while wearing its clothes. Jaded London was approached for comment.