Around the world, smoking is once again finding its way into popular culture. From films and television to fashion, music and social media, tobacco use is increasingly being portrayed as stylish, nostalgic or rebellious.
Recent discussions about the return of smoking imagery in popular culture, including in fashion editorials, films, television, music and digital media, have renewed concerns among public-health advocates about the re-normalization of tobacco use, particularly among young people.
As these portrayals extend far beyond traditional media, Global Youth for Tobacco Control (Y4TC) is calling on governments to fully implement and enforce the World Health Organization Framework Convention on Tobacco Control (WHO FCTC), particularly Article 13, which seeks to eliminate all forms of tobacco advertising, promotion and sponsorship (TAPS), including indirect promotion through entertainment and digital media where appropriate.
Evidence has consistently shown that exposure to smoking imagery in entertainment and media can influence young people’s attitudes toward tobacco and increase the likelihood of tobacco initiation, Y4TC said.
Sending the wrong message
The group added that at a time when countries are working to reduce tobacco use and protect future generations, the re-emergence of smoking as a cultural trend sends the wrong message.
‘Smoking should never be romanticized or portrayed as a symbol of confidence, freedom or success. Such portrayals undermine decades of tobacco-control efforts and increase the risk of tobacco initiation among young people,’ Y4TC said.
The group noted that tobacco use remains one of the leading causes of preventable death worldwide, claiming more than 8 million lives each year.
While recognizing the important role of artists, filmmakers, content creators, influencers and digital platforms in shaping public attitudes, Y4TC stressed that creative expression also presents an opportunity to promote healthier narratives and avoid glamorizing tobacco use.
‘Creative expression is essential, but it also comes with the opportunity to promote healthier narratives and avoid the glamorization, commercial promotion or presentation of tobacco use without appropriate context, particularly where young audiences are concerned,’ the group said.
Specifically, Y4TC called for the following actions:
Governments and regulators: Enforce comprehensive TAPS bans, including on digital and cross-border promotion; monitor tobacco product placement; and require appropriate classifications and public-health messaging.
Media industries and creators: Refuse payments, products or other benefits from the tobacco industry, and avoid identifiable tobacco branding and glamorized depictions aimed at young audiences.
Digital platforms: Enforce restrictions on tobacco advertising and paid influencer promotion, establish accessible reporting mechanisms, and act promptly on violations.
Y4TC said protecting young people from the normalization and glamorization of tobacco use requires stronger enforcement across both traditional and digital media, as well as greater responsibility from those who shape popular culture.