Cigarettes may not be “cool” again, but smoking is once again being glamorized across magazine covers, television, and pop culture — raising concern among health advocates about the influence this can have on young people.

In 2025, more than 2 million middle and high school students reported using tobacco products. Public health advocates warn that as young audiences continue to see celebrities and cultural figures associated with smoking, these numbers could rise.

The American Cancer Society Cancer Action Network is calling on the public to urge members of Congress to fund tobacco education programs and programs that help people quit. These efforts include initiatives supported by the Office on Smoking and Health, such as quitlines and national campaigns like Tips From Former Smokers.

Tobacco use remains a major public health threat, causing an estimated 343,000 cancer deaths each year in the United States. Decades of research have shown that when smoking is portrayed in media and entertainment, young people are more likely to start using tobacco products.

Advocates say now is the time to act before Big Tobacco succeeds in shaping a new generation of users.

“We can’t let Big Tobacco write the next chapter,” ACS CAN said in its call to action, encouraging supporters to contact their U.S. Senators and push for continued funding for tobacco prevention and cessation programs.