Smoking rates are at a six-decade low among American adults and the lowest in a quarter-century among youth. On Instagram, the account Cigfluencers shares images of celebrities smoking − “your favourite smoker’s favourite smokers,” reads the tagline. “Pop culture’s glamorisation of smoking is just reigniting the addiction among young people and discouraging those trying to quit,” Jessica Rath, vice president at the anti-tobacco advocacy group Truth Initiative, said. “And so young people are thinking that using nicotine is helping their feelings of anxiety, depression and stress − when really it could be making it worse.” Along with traditional methods of discouraging smoking − public service messaging, cessation support, price hikes, and smoking bans − Rath recommends working with platforms and Hollywood to discourage the habit.