Between 2015 and 2025 the number of young people vaping or using tobacco products increased by 10%. Smoking portrayals in media has also increased, some of the world’s most famous celebrities are often photographed with a cigarette in their hands, and so-called “cigfluencers” have also popped up on social media but why is smoking everywhere at the moment and why is it seemingly ‘cool’ again when we all know the risks? Joining Pat to discuss is assistant professor in marketing Stephen Murphy.