A fashion brand has had an advert banned by the advertising watchdog which it said was “glamourising smoking”. Jaded London argued that the cigarette was not the “focus of the ad” but agreed to not use pictures of models smoking in future. The Jaded London email, which went out on 27 May, was investigated after a complaint to the watchdog. 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. Jaded London was approached for comment.