Influencers Reignite 'Cool' Smoking Trend, Putting Youth at Risk

According to the latest data, smoking rates in the U.S. had reached an all-time low of 11.9% of the population in 2024. This was considered a major public health success, especially among Gen Z, the generation of middle and high school students. However, this positive trend may now be in jeopardy.

Experts are warning that the "cool factor" of smoking is making a concerning comeback, driven by the influence of celebrities and social media influencers. Accounts like @Cigfluencers, with over 83,000 followers, are posting photos of stars like Ben Affleck, Natalie Portman, and others using cigarettes, labeling the behavior as "smoking hot."

This normalization of smoking through pop culture is particularly dangerous for young, impressionable audiences. Studies show that adolescents and young adults who engage with smoking-related content on social media are more likely to start using tobacco products themselves. The CEO of the Truth Initiative, Robin Koval, called this a "confusing and dangerous contradiction" for youth.

While smoking rates among high school students have dropped from one-third in the 90s to less than 3% today, the rise of e-cigarettes poses another threat. Around 8% of Gen Z teens now use vaping products, which could lead some to transition to traditional cigarettes in the future. Public health experts remain vigilant, urging continued efforts to curb tobacco use and prevent a harmful resurgence.