A clothing advert filmed on the day of reality TV stars Vicky Pattison and Ercan Ramadan’s wedding was banned for glamourising smoking, a watchdog has ruled.
Ramadan posted a video on Instagram on October 3 promoting Endrick Clothing – which he is the director of – showing him and seven groomsmen with cigars with the caption “La Familia (black heart emoji) Groom & Groomsman suited by @endrickclothing”.
The same video was shared by Geordie Shore star Pattison, 37, who has 5.5 million followers, on October 11. The Advertising Standards Authority (ASA) upheld two complaints about the video, one saying it glamorised smoking and another about it not being clearly marked as an “ad”.
The advert was shared on Instagram
(Image: vickypattison/Instagram)
It said: “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.”
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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 said the ads “must not appear again in the form complained of”, and Ramadan was told to ensure that future ads were “socially responsible”.
The couple officially married at Marylebone Town Hall in August and married again in Puglia, Italy in September.
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