A clothes advert recorded on the special day of fact television celebrities Vicky Pattison and Ercan Ramadan was prohibited for offering smoking cigarettes as “part of a glamourous and aspirational lifestyle”.
Ramadan published a video clip on Instagram on October 3 2024 advertising Endrick Clothing, which he is the supervisor of, revealing him and 7 best men with stogies with the subtitle “La Familia (black heart emoji) Groom & Groomsman suited by @endrickclothing”.
The very same video clip was shared by Geordie Shore celebrity Pattison, 37, that has 5.5 million fans, on October 11.
The Advertising Standards Authority (ASA) supported 2 problems concerning the video clip, one stating it glamorised smoking cigarettes and one more concerning it not being plainly noted as an “ad”.
It claimed: “While we acknowledged the ad was for menswear products, we considered that the ad’s principal focus was on smoking and that it was depicted as an enjoyable group activity.
“We considered that the use of slow motion, the formal setting and the jazz-style music added to the stylised and aspirational tone.
“We considered that the video presented smoking in an appealing manner and suggested that it was part of a glamourous and aspirational lifestyle.
“For that reason, we concluded that the ads were irresponsible.”
The ASA “considered the commercial intent of the ad was unclear, and that the post needed to have included a prominent label upfront, identifying it as an ad, which it did not have”.
It claimed the advertisements “must not appear again in the form complained of”, and Ramadan was informed to make sure that future advertisements were “socially responsible”.
The pair formally wed at Marylebone Town Hall in August and wed once again in Puglia, Italy in September.
