# London flagged as potential hotspot for smoking resurgence

By Dr Marina Murphy — 2026-07-01

Almost one-third of Londoners surveyed by Northerner (28 per cent) believe smoking is “cool”, compared with a UK average of 15 per cent.

Over one-third (36 per cent) of Londoners believe that ‘smoking is back in fashion’, well over the UK average of 22 per cent.

The reason for this cultural shift in the capital could be exposure to celebrity influence and imagery. Forty-one per cent of Londoners say they are seeing more photos of celebrities and influencers smoking than in the past, compared with a national average of 27 per cent.

The findings also suggest widespread confusion about the relative risks of nicotine products among Londoners. Around 68 per cent incorrectly believe that vaping is as harmful as, or more harmful, than smoking.

Dr Marina Murphy, senior director of scientific affairs at Haypp Group, said: “Londoners are more likely to have positive attitudes towards smoking and are significantly more confused about the relative harm of nicotine products.

“The growing perception of smoking as fashionable is extremely dangerous. There is an urgent need for targeted education in London to reverse these dangerous trends and prevent them spreading to the rest of the UK.”

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