Gen Z’s Record Low Smoking Rates at Risk as Social Media Re-Glamorizes Tobacco Use

Generation Z—primarily comprising middle and high school students—reported the lowest smoking rates on record in 2024, according to data from the Centers for Disease Control and Prevention (CDC) and the Food and Drug Administration (FDA). This positive trend, however, may face challenges as smoking regains a certain “cool factor” among young people.

“Overall, the decline in smoking in the U.S., down to about 11.9% of the population overall, is a great public health success story that has occurred over the past 20 years,” said Dr. Neil W. Schluger, dean of the School of Medicine at New York Medical College and a pulmonologist.

This decline represents a dramatic shift from the mid-to-late 1990s, when approximately one-third of high school students smoked cigarettes. Today, that figure has plummeted to less than 3%, according to the American Lung Association.

Despite this progress, health experts are concerned about a resurgence in smoking’s perceived glamour, particularly through social media. Instagram accounts like @Cigfluencers, which has amassed over 83,000 followers, regularly posts images of celebrities smoking cigarettes with captions that associate smoking with attractiveness.

“SMOKING HOT!” reads the caption under a provocative image of pop star Sabrina Carpenter smoking over a bathroom sink. Other celebrities featured on the account include Ben Affleck, Jeremy Allen White, and Natalie Portman.

“Influencers can be influenced by marketing dollars and can attract younger generations, particularly if the channels used are popular among younger people, such as with social media,” explained Judith J. Prochaska, Ph.D., a professor in Stanford University’s Department of Medicine who specializes in tobacco dependence treatment research.

Multiple studies indicate that adolescents and young adults who view smoking-related content are more likely to begin using tobacco products in the future. These risks increase substantially when young people actively engage with tobacco content on social media platforms.

Robin Koval, CEO and President of Truth Initiative, noted in a statement, “It’s confusing and a dangerous contradiction for young people who take their cues from pop culture and celebrity influencers, and are especially vulnerable to believe that smoking is more popular than it really is.”

A recent opinion piece published in The BMJ characterized smoking’s current resurgence as a “pop-culture revival” that represents an “unwelcome throw-back for public health.” The article warns that “this normalization of smoking risks is re-igniting a harmful cultural association between cigarettes and coolness, to which young people are particularly vulnerable.”

While cigarette smoking has declined, e-cigarette use presents a new challenge. Dr. Daniel J. Boffa, vice chair of the American College of Surgeons Commission on Cancer and division chief of thoracic surgery at Yale School of Medicine, noted that approximately 8% of Gen Z teens use e-cigarettes.

“This is important because we really don’t know the long-term effect of e-cigarettes yet, and some young adults will switch over from e-cigarettes to smoking tobacco,” Boffa cautioned.

The United States experienced a significant increase in vaping rates in 2019, largely due to the popularity of JUUL. According to Prochaska, the brand gained traction among youth because of its high nicotine delivery, discreet design, kid-friendly flavors, and appealing marketing strategies.

Health professionals emphasize that over 90% of long-term smokers started before age 18, making adolescence a critical period for prevention efforts. “The problem with tobacco smoking in the teenage and young adult years is that the most severe health-related consequences won’t appear for a few decades, making it easier to ignore the warnings,” Boffa explained.

Prolonged smoking damages the lungs’ alveoli—tiny air sacs that facilitate oxygen and carbon dioxide exchange—potentially leading to chronic obstructive pulmonary disease. Smoking also increases cancer risk by introducing toxic substances that suppress the immune system, allowing mutated cells to grow unchecked. Additional health risks include oral problems, pregnancy complications, sexual dysfunction, coronary artery disease, aneurysms, and increased risk of heart attacks and strokes.

“The reduction in tobacco use in the U.S. is a huge advance in public health, and we should be vigilant not to slide backwards,” Schluger stressed. To maintain progress, he advocates for smoking bans in public places, higher tobacco taxes, increased funding for cessation programs, and stricter enforcement against illegal advertising and sales to minors.