Vicky Pattison’s wedding video ‘glamorised smoking’, advertising watchdog says
A recent clothing advert posted on Instagram by Ercan Ramadan, on the day of his and Vicky Pattison’s wedding, has been banned for glamourising smoking, according to a ruling by a watchdog. The video, which promoted Endrick Clothing where Ramadan is the director, featured him and seven groomsmen smoking cigars with the caption “La Familia (black heart emoji) Groom & Groomsman suited by @endrickclothing”. The same video was shared by Geordie Shore star Vicky Pattison, 37, with 5.5 million followers, on October 11.
The Advertising Standards Authority (ASA) upheld two complaints about the video, one being that it glamorised smoking and the other about it not being clearly labelled as an “ad”. The ASA noted that the ad primarily focused on smoking, depicting it as an enjoyable group activity set in a formal atmosphere accompanied by jazz-style music, creating a stylised and aspirational tone that presented smoking in an appealing manner. They concluded that the ad was irresponsible.
Furthermore, the ASA mentioned that the commercial intent of the ad was unclear and that it lacked a prominent label identifying it as an advertisement upfront. As a result, the ASA ruled that the ads must not appear again in their current form, and Ramadan was instructed to ensure that future ads are socially responsible. The couple officially tied the knot at Marylebone Town Hall in August and later had a wedding ceremony in Puglia, Italy in September.
The ASA’s decision to ban the advert for glamorising smoking sends a strong message about the responsibility of influencers and celebrities in promoting certain behaviours to their large audiences. This ruling highlights the importance of transparency and social responsibility in advertising, especially in the age of social media where influencers have significant influence over their followers.
In conclusion, the incident involving Vicky Pattison and Ercan Ramadan’s wedding video serves as a reminder to both influencers and advertisers about the ethical considerations that should be taken into account when creating and sharing content, particularly when it comes to sensitive topics like smoking. It underscores the need for greater awareness and accountability in advertising practices to ensure the well-being of audiences and promote positive behaviours.