# Gen Z exposed to surge in smoking content online as experts warn of ‘cigfluencer’ trend

By Dr Marina Murphy — 2026-07-09

New research from Northerner found that more than half (51 per cent) of 18 to 24-year-olds surveyed believe smoking is becoming “fashionable” again, while almost a third (31 per cent) say cigarettes now appear “cooler” than vaping.

The findings also suggest widespread confusion around the relative harms of smoking and vaping among younger adults. Despite NHS guidance stating that vaping is significantly less harmful than smoking, nearly three-quarters (72 per cent) of Gen Z respondents believed vaping to be equally or more harmful than cigarette use.

Almost half (47 per cent) of young people surveyed said they regularly encounter smoking imagery across television, film and social media platforms.

Dr Marina Murphy, senior director of scientific affairs at Haypp Group, said: “The public image of smoking has shifted in recent years, particularly amongst younger adults.

“Online, smoking is now often presented through the lens of fashion, nostalgia and celebrity culture rather than that of a habit that is harmful to your health and the health of those around you.

“Gen Z may not have experienced as much anti-smoking education as previous generations, largely because it was assumed that everyone has absorbed the message about how harmful smoking is for your health.

“Now they are being exposed to highly stylised content about smoking and at the same time misinformation around reduced-risk alternatives is exploding. The risk is that for many younger adults, smoking is now seen as a better alternative than vaping, rather than vice versa.”

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