1 August 2025, 11:00

By Dr David Crane

You’ve probably noticed it. Cigarettes are back - not just in ashtrays, but in popular culture.

From The Bear to Bridgerton, fashion shoots to social media, smoking is being styled as nostalgic, chic, and even aspirational again.

But let’s be clear: behind the aesthetic lies a huge challenge to public health.

Smoking is still one of the country’s biggest killers and is the leading cause of lung cancer - responsible for 86% of deaths. In the UK, it contributes to over 500,000 hospital admissions and 80,000 deaths annually. Globally, it kills 8 million people every year, that’s more than COVID-19 in its worst year.

And yet, the cultural tide is shifting. For younger generations raised with vaping,........

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