As first reported by the BBC, the UK’s advertising watchdog upheld a complaint against streetwear brand Jaded London’s advert which presented a model smoking as evoking an “aspirational holiday lifestyle.” Advertisement“By associating this image with smoking, we considered that the ad had the effect of portraying smoking as appealing and therefore irresponsibly glamorised it.” The ASA reported that Jaded London believed it was not clear whether the model was holding a cigarette because “smoke was not visible”. Jaded London added in response that the cigarette was not “the focus of the ad”, but agreed to avoid images of models holding cigarettes in future adverts. Drapers has reached out to Jaded London for further comment.