From low-rise jeans to digital cameras, Generation Z has enthusiastically revived the aesthetics of the early 2000s. Now, a more dangerous trend from that era is making a startling comeback: the cigarette. After years of steady decline, smoking rates across the UK have not only plateaued but are rising in some areas, with young people leading the charge.
Celebrity Influence and the 'Glamour' of Smoking
The number of young people smoking has risen to its highest level in a decade, a shift health experts link partly to a resurgence of smoking in pop culture. High-profile celebrities are increasingly pictured with cigarettes, reframing the habit from a 'filthy' vice to a glamorous accessory.
Pop star Charli XCX, architect of the viral 'Brat Summer' trend, has been frequently photographed smoking, once describing the aesthetic as a "pack of cigs, a Bic lighter and a strappy white top." Similarly, Dua Lipa, Sabrina Carpenter, and actor Paul Mescal have all been seen with cigarettes in hand, both in personal snaps and music videos.
This revived prevalence appears to be influencing public perception. A survey by nicotine product company Haypp found that 36% of 16–24-year-olds and 49% of 25–34-year-olds believe smoking is back in fashion.
Nostalgia, Misinformation, and a Public Health Challenge
Hazel Cheeseman, Chief Executive of Action on Smoking and Health (ASH), told the Daily Mail that Gen Z's nostalgia for the 1990s and 2000s, combined with the enduring 'cultural cachet' of smoking, is driving renewed interest. "Smoking has been part of western culture for 100 years... it was thanks to the tobacco industry who positioned their products within cinema, advertising and the music industry which made it seem very glamorous," she said.
Compounding the issue is a significant shift in how people perceive the risks of vaping versus smoking. An ASH survey revealed that 53% of respondents now believe vapes are equally or more harmful than cigarettes, a dramatic reversal from six years ago. Experts warn this misinformation is pushing some young people back towards traditional tobacco.
"I think, because there's been so much noise around vaping, and so much misinformation... that is contributing to a rise in smoking," said Dr Marina Murphy, Senior Director of Scientific Affairs at Haypp Group.
A Call for Action and Clear Messaging
Health officials stress the severe consequences remain unchanged. Smoking is responsible for an estimated 80,000 deaths annually in the UK and leads to devastating illnesses like cancer, COPD, and heart disease. While the government's 'smoke-free generation' law, which will ban cigarette sales to anyone born after 1 January 2009, has been praised, campaigners argue more is needed.
Ms Cheeseman warned that anti-smoking campaigns have dwindled since the 2000s, leaving a gap in public awareness. "Young people are less likely to identify that smoking causes a range of diseases than older people," she stated, emphasising the need for "hard-hitting" messages to puncture the "sense of invincibility" felt by youth.
The Department of Health and Social Care reiterated its stance: "Smoking kills. That's why we're bringing in a landmark law to stop today's teenagers and every generation after them from ever getting hooked on nicotine."
