Claims extracted
18
sentences that state something as happening or true
Uncertain
11%
2 of 18 hedged
("reportedly", "may", "according to")
Leaning
not political
takes no side on a contested political question
Publisher signals
72/100
BBC News's corrections and
hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
1
Health
Same framing elsewhere
1
articles that frame the event the way this one does
- Published
A fashion brand has had an advert banned by the advertising watchdog which it said was "glamorising smoking".
asserted
it → publish → smoking
Jaded London, whose clothes have been worn by Beyoncé and Kylie Jenner, used a picture of a woman on holiday holding a cigarette in one of its marketing emails.
asserted
clothes → wear → emails
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.
asserted
smoking → say → manner
Jaded London argued that the cigarette was not the "focus of the ad" but agreed to not use pictures of models smoking in future.
asserted
cigarette → argue → future
The ASA's rules on socially responsible marketing say smoking should not be presented in an appealing way, condoned or encouraged.
asserted
smoking → say → way
The Jaded London email, which went out on 27 May, was investigated after a complaint to the watchdog.
uncertain
which → go → watchdog
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".
asserted
ASA → say → lifestyle
"She was holding a slim cigarette with visible ash at the tip, and we considered that suggested it was lit," it added.
uncertain
it → hold → tip
The ASA told the brand to stop using the ad and "ensure that their future marketing communications were socially responsible".
asserted
communications → tell → ad
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.
asserted
London → found → people
Its clothes are stocked in shops including Selfridges and Urban Outfitters and it made £51m of sales in the year to June 2025.
asserted
it → stock → June
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".
asserted
it → respond → cigarette
The company also argued it was "less prominent than other elements of the image, such as the model's clothing and accessories".
asserted
it → argue → clothing
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.
asserted
it → say → ads
At the time of writing, Jaded London's Instagram feed contained several other images of people smoking while wearing its clothes.
asserted
feed → contain → 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.
asserted
them → tell → process
"We'd always encourage anyone who has a concern about an ad they've seen to report it to us," they added.
asserted
they → encourage → us
Jaded London was approached for comment.
asserted
London → approach → comment
The Aporia
