By associating that image with smoking, the ASA said, the ad “had the effect of portraying smoking as appealing and therefore irresponsibly glamorised it”. The ASA told Jaded London the ad must not appear again in the form complained about, and told the company to ensure future marketing communications were socially responsible and did not glamorise smoking. Jaded London told the ASA it understood why it was best to avoid images of models holding cigarettes, and confirmed it would not use smoking content in future ads. Jaded London was founded in 2013 by siblings Jade Camber and Grant Goulden. Jaded London was approached for comment.