Ian West/PAAn advert for a clothing brand filmed on the wedding day of reality TV stars Vicky Pattison and Ercan Ramadan has been banned for glamorising smoking.
The advert for Endrick Clothing, owned by Ramadan and based in Waltham Abbey, in Essex, shows the groom and groomsmen smoking cigars.
It was shared on his Instagram account and that of his wife Pattison – who has 5.5m followers – in October.
The Advertising Standards Authority (ASA) said it upheld two complaints and “concluded that the ads were irresponsible”.
Vicky Pattison/InstagramThe adverts can still be seen on their Instagram accounts, but the ASA said they “must not appear again in the form complained of”.
“We considered that the video presented smoking in an appealing manner and suggested that it was part of a glamourous and aspirational lifestyle,” the ruling stated.
Vicky Pattison/InstagramFormer Geordie Shore star Pattison married Ramadan at London’s Marylebone Town Hall in August before they held a second ceremony and party in September in Italy.
It was filmed for an E4 TV show called Vicky Pattison: My Big Fat Geordie Wedding.
Channel 4The ASA also criticised Ramadan for not making it clear the film was an advert and for not responding to its inquiries.
“We concluded that the ad was not obviously identifiable as a marketing communication and as such breached the code,” it said.
“We told Endrick Clothing Ltd and Ercan Ramadan to ensure that future ads were socially responsible, in particular by not condoning or encouraging smoking.”
Pattison confirmed that any future posts that featured Endrick Clothing would be labelled as ads, the ASA added.
Pattison and Ramadan have been approached for a comment.
