Popular fashion brand Jaded London had advert banned for 'glamorising smoking'

One of Jaded London's adverts has been banned for allegedly 'glamorising smoking'.

The brand, which stocks designs originating from London and is available internationally, has famously been worn by a number of celebrity A-listers, including the likes of Beyoncé, Rihanna and Kylie Jenner.

It has since come under fire after the Advertising Standards Authority (ASA) said the advert was 'heavily stylised and presented the model in a fashionable and attractive manner', which made smoking seem appealing.

The advert in question showed a young woman donning a hot pink backless dress with a red bag, chunky colourful bangles, oversized sunglasses and a slick back ponytail to complete the look.

One of Jaded London's adverts has been banned for 'glamourising smoking' (Jaded London)

She could be seen holding a skinny cigarette in her left hand as she faced away from the camera.

Jaded has since maintained that the cigarette was not the 'focus of the ad' but agreed not to use pictures of models smoking in future advertisements.

The watchdog received the complaint following a complaint made after a Jaded London email went out earlier this year (27 May).

In its ruling, the ASA said the woman was wearing 'fashionable clothing and accessories standing in front of a scooter next to a body of water, which the ASA considered evoked an aspirational holiday lifestyle'.

"She was holding a slim cigarette with visible ash at the tip, and we considered that suggested it was lit," it added.

The watchdog instructed the streetwear brand to refrain from using the ad and to 'ensure that their future marketing communications were socially responsible'.

Jaded has since maintained that the cigarette was not the 'focus of the ad' (Advertising Standards Authority / Jaded London)

Jaded, which was founded in 2013, has since responded to the ASA, claiming it was 'not clear' the model was holding a cigarette because it was slimmer than normal and 'did not appear to be lit'.

The brand also urged that it was 'less prominent than other elements of the image, such as the model's clothing and accessories'.

With that said, Jaded said it 'understood why it was best to avoid images of models holding cigarettes' and would not use smoking content in future ads.

Following the advert ban, public health experts have raised concerns over the rise of 'cigfluencer' content on social media, warning that smoking is increasingly being glamourised for young audiences online.

Recent research from Northerner found that more than half (51%) of 18 to 24-year-olds surveyed believe smoking is becoming 'fashionable' again, while almost a third (31%) say cigarettes now appear 'cooler' than vaping.

Tyla has reached out to Jaded London for comment.