A promotional video featuring reality TV stars Vicky Pattison and Ercan Ramadan, shot on their wedding day, has been banned by the Advertising Standards Authority (ASA) for glamorizing smoking. The video, which showcased the couple and groomsmen enjoying cigars, was deemed irresponsible by the ASA.
The video, posted to Instagram by both Ramadan and Pattison, promoted Endrick Clothing, a brand Ramadan directs. The ASA determined that the video's focus on smoking, coupled with its aesthetic presentation (slow-motion, formal setting, jazz music), portrayed smoking as a desirable element of a glamorous lifestyle.
The ASA upheld two complaints: one regarding the glorification of smoking and the other concerning the lack of clear advertisement disclosure. The watchdog found the commercial intent unclear and criticized the video's failure to prominently label it as an advertisement.
"The ad's principal focus was on smoking, depicted as an enjoyable group activity," the ASA stated. "The slow motion, formal setting, and jazz-style music added to the aspirational tone, presenting smoking in an appealing manner and suggesting it was part of a glamorous lifestyle."
Consequently, the ASA has mandated that the video, and future similar promotions by Ramadan, must not be repeated in their current form. The ASA emphasized the need for future advertisements to be socially responsible. Pattison and Ramadan were married in two ceremonies, one in London and another in Italy in the summer of 2024.
