Recent Instagram and TikTok feeds show big names such as Dua Lipa, Charli XCX, Clairo, Connor Storrie and Hudson Williams posting photos of themselves smoking. The pictures are presented as stylish moments, yet the habit they show is widely known to be unhealthy.

A dedicated Instagram account called @cigfluencers collects and reposts these celebrity smoking images. The page has attracted more than 100,000 followers, spreading the visual appeal of cigarettes to a large audience.

Health experts warn that this kind of glamorisation is dangerous. Carolyn Baglole, an associate professor in McGill University's department of medicine, says that portraying smoking as fashionable can encourage nicotine addiction and raise the risk of chronic diseases such as lung cancer. Rob Cunningham, senior policy analyst with the Canadian Cancer Society, adds that nicotine is highly addictive and even a few cigarettes can create cravings and serious health problems.

Canada’s own numbers tell a different story about smoking trends. In Ontario, the share of students in grades 7‑12 who smoked fell from 28.4 % in 1999 to just 3.5 % in 2025. Nationally, about 300,000 Canadians who smoked in 2023 quit in 2024, and only 11 % of adults reported smoking in 2024.

Experts say the downward trend could stall if the online glamorisation continues. Young people often look to influencers for cues about what is acceptable. When celebrities make cigarettes appear attractive, it may increase the likelihood that teens try smoking, potentially leading to addiction and the health problems the country has worked hard to reduce.