In a surprising cultural shift, global celebrities from pop music to Hollywood are making cigarette smoking appear cool again, potentially reversing a yearslong decline in smoking rates. A new report reveals a significant increase in tobacco imagery across media platforms, raising alarms among public health advocates.
The Glamour Returns: Celebrities Light Up On Screen and in Lyrics
Pop culture is witnessing a stark reversal of the anti-smoking sentiment that dominated for decades. Pop star Addison Rae crooned about needing a cigarette on her 2025 single "Headphones On," while Lorde celebrated "the best cigarette of my life" in her own 2025 release. The trend extends beyond lyrics; singer Sabrina Carpenter was recently photographed in a corset made of Marlboro Gold packages and sells merchandise mimicking cigarette boxes.
This normalization is equally prevalent in cinema. According to a report from the public health nonprofit Truth Initiative and research organization NORC at the University of Chicago, about half of all movies that debuted last year featured tobacco products, marking a 10% increase from the previous year. With A-list actors and musicians unapologetically lighting up, the cultural taboo surrounding cigarettes shows clear signs of ebbing.
Public Health Experts Sound the Alarm
This resurgence deeply worries anti-smoking advocates who fear it could undo years of public health progress. U.S. smoking rates are currently at their lowest level in decades, with only 11% of Americans reporting smoking a cigarette in the prior week, according to Gallup. Among adults under 30, that figure is a mere 6%, a dramatic drop from 35% in the early 2000s.
Experts point to a direct link between on-screen imagery and youth behavior. A 2019 CDC report found that youth heavily exposed to onscreen smoking are more likely to begin smoking. "I find that concerning, glamorous, attractive people smoking cigarettes," said Ollie Ganz, an assistant professor at the Rutgers School of Public Health.
The health risks are severe and well-documented. The Centers for Disease Control and Prevention states that roughly one in three cancer deaths in the U.S. are linked to cigarette smoking, which is also connected to more than 30 diseases, including heart disease and stroke.
Why the Retro Appeal? A Shift in Youth Perception
For a new generation, cigarettes are acquiring a retro, rebellious appeal. Maddie Bell, a 21-year-old college student, exemplifies this trend. She admitted that despite knowing the risks, cultural figures made smoking look cool. "Cigarettes looked cool," Bell said, noting that a semester in Europe transformed her occasional habit into a routine of one or two cigarettes a day.
The sentiment is echoed by Jared Oviatt, who runs the popular Instagram account @cigfluencers, chronicling celebrities smoking. With 83,700 followers, 70% of whom are female, Oviatt argues that anti-smoking campaigns were "too effective," paving the way for vaping. "When vaping became uncool, it paved the path for cigarettes," he stated.
This return to traditional tobacco is also reflected in the market. Matthew Daniel Siskin, a creative consultant for craft cigarette brand Hestia, confirms that younger, legal-age consumers are among their top customers, drawn to the social and timeless aspect of smoking.
Despite the glamorous facade, the public health message remains clear. Dr. Nancy Rigotti, a Harvard Medical School professor, warns, "Cigarettes are dangerous. The nicotine addicts people and then it’s the smoke that kills them." As celebrities continue to light up on the global stage, the battle for the next generation's health is being reignited.
