Celebrities like Dua Lipa, Charli XCX, singer Clairo, and Heated Rivalry stars Connor Storrie and Hudson Williams are appearing in dozens of Instagram and TikTok photos smoking cigarettes. Carolyn Baglole, an associate professor with McGill University’s department of medicine, told cbc.ca that it is almost like they are glamorizing smoking again. This trend collides with recent data showing tobacco use among youth and adults has declined significantly over the past two decades.
Global research reveals widespread ignorance regarding tobacco dangers
A global study led by Geoffrey Fong, a University of Waterloo professor and principal investigator of the International Tobacco Control Policy Evaluation Project, followed around 240,000 people from 46 countries over two decades. The research found that many smokers worldwide remain unaware of the dangers of tobacco use. Meanwhile, dedicated social media accounts such as @cigfluencers have amassed over 100,000 followers on Instagram by posting pictures of celebrities smoking. Posts normalizing the habit frequently appear online with jokes about cigarettes not counting if smoked with morning coffee or overseas.
Health Risks and the Addiction Warning from Experts
Content creators often defend influencers like Alix Earle for smoking, while other posts claim cigarettes can cure loneliness or help people make friends. Rob Cunningham, a senior policy analyst with the Canadian Cancer Society, warned that nicotine is highly addictive and that a small number of cigarettes can lead to cravings. Health Canada reports that tobacco use remains the leading preventable cause of premature death in the country, contributing to more than 40 potentially fatal illnesses including heart disease and cancers. Baglole emphasized that even social smoking carries the risk of nicotine addiction and a much higher chance of developing chronic diseases like lung cancer.
Declining Smoking Rates Across Canada
Despite the online visibility of smoking culture, Jared Oviatt, a smoker who runs the @cigfluencers account, stated previously to CBC Life that he does not believe a true return to mainstream smoking is underway. Cunningham confirmed that smoking rates are not currently on the rise. Data from the Centre for Addiction and Mental Health indicates that among students in grades 7-12 in Ontario, tobacco cigarette use dropped from 28.4 per cent in 1999 to 3.5 per cent by 2025. Federal government figures show that about 300,000 Canadians who smoked in 2023 reported quitting in 2024, leaving just 11 per cent of adult Canadians reporting smoking that year.
Lawmakers approve lifetime tobacco purchase ban for youth
In the United Kingdom, lawmakers approved a new law scheduled to receive royal assent that bans purchasing tobacco and vaping products for everyone born on or after January 1, 2009, creating a lifetime ban for those age groups. Cunningham noted that smoking damages skin, teeth, and causes bad breath, alongside high financial costs in Canada where a pack of cigarettes costs between $14 and $26. He added that positive depictions of smoking by influential figures are extensive and concerning, arguing that celebrities have an outsized influence on young people and a responsibility to protect their fans.
What federal figures reveal about smoking rates
What percentage of adult Canadians reported smoking in 2024?
Just 11 per cent of adult Canadians reported smoking in 2024, according to federal government figures.
How many countries did the International Tobacco Control study track?
The global study led by University of Waterloo professor Geoffrey Fong followed around 240,000 people across 46 countries over two decades.
Who is banned under the new UK tobacco legislation?
The United Kingdom law bans purchasing tobacco smoking and vaping products for anyone born on or after January 1, 2009.
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