Is Smoking “Cool” Again? The Troubling Gen Z Trend

• Smoking is increasingly perceived as “back in fashion” and “cool.”
• A third of respondents have seen an increase in photos of celebrities smoking.
• The survey shows a notable generational divide in attitudes toward smoking.
• Younger adults are more likely to describe smoking as cool or trendy.
• Experts warn that changing perceptions may undermine anti-smoking progress.

Fashion trends come and go, from capris and peplum tops to scrunchies and baggy jeans, but one revival that should concern public health professionals is the return of the idea that smoking is ‘cool’. 

Recent celebrity sightings, viral social media trends, and even some cultural narratives suggest that cigarettes are creeping back into the spotlight, prompting warnings that the UK may be losing ground in the fight against smoking. 

While nicotine pouches and nicotine-free pouches are growing in popularity, could smoking be on the rise again?

Researchers at Haypp have found that a significant number of Brits have noticed this resurgence, with many perceiving smoking as a symbol of style or status once more.

Haypp surveyed 2,500 people across the UK—and the results were worrying.

A third of respondents reported seeing more photos of celebrities smoking than in previous years. Nearly 30% thought that smoking appears to be “back in fashion,” and a worrying 20% even described it as “cool.” 

While this doesn’t signal a full-scale revival of smoking, the findings underscore how quickly cultural perceptions can shift, particularly when amplified by celebrity influence.

From red carpets to glossy magazine spreads, images of smoking still carry connotations of rebellion and glamour that can overshadow decades of well-documented health risks.

This shift in perceptions corresponds with recent data indicating that smoking rates have increased in some areas of the UK for the first time in twenty years.

According to researchers from University College London, smoking rates in southern England increased by 10% between 2020 and 2024.¹

Several high-profile figures, including Sean Penn, Charlie XCX, Dua Lipa, Sabrina Carpenter, and Paul Mescal, have been open about their smoking habits.

The survey data suggested this influence is strongest among younger adults: an extraordinary 38% of those aged 25-34 said they believed that smoking was cool, compared with just 4% of those aged 55+.

Almost 50% of those aged 25-34 said they believe smoking is back in fashion, compared with just 11% of those aged 55 and older.  

Dr Marina Murphy, Senior Director of Scientific Affairs at Haypp Group, warned that misinformation and an overemphasis on vaping may inadvertently be contributing to this trend.

She said:

“Schools often focus heavily on raising awareness about vaping while ignoring the ongoing and much greater risks of smoking, operating under the false assumption that teenagers are no longer interested in cigarettes.

Reliable resources, such as NHS guidance, make clear the critical differences between vaping and smoking, noting that smoking involves repeated inhalation of harmful combustion products over many years.” 

As images of smoking are becoming more prominent in media and in popular culture, experts at Haypp are stressing the importance of staying focused on anti-smoking initiatives and education.

While celebrity trends may glamorise cigarettes, the long-term consequences of smoking are severe for those who become addicted.

Dr Murphy concluded:

“Cultural perceptions can change quickly, but the health risks of smoking are permanent. 

It’s crucial to continue clear, evidence-based education to prevent a new generation from picking up an old habit.”