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.

Its clothes are stocked in shops including Selfridges and Urban Outfitters and it made £51m of sales in the year to June 2025.

Responding to the watchdog, Jaded London argued it was "not clear" the model was holding a cigarette because it was slimmer than normal and "did not appear to be lit".

The company also argued it was "less prominent than other elements of the image, such as the model's clothing and accessories".

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.

A spokesperson for the ASA told the BBC it was unable to comment on whether the other posts broke the rules without them going through its formal process.

"We'd always encourage anyone who has a concern about an ad they've seen to report it to us," they added.

Jaded London was approached for comment.

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