Smoking on screen has long had a complicated relationship with public health. In the early days of cinema, it was a symbol of rebellion, sex appeal, and cool confidence. But as smoking rates declined and awareness of its dangers grew, public scrutiny of its depiction in entertainment only intensified.
Yet despite efforts to curb tobacco’s screen time, the numbers suggest smoking still plays a leading role. According to research compiled by the University of California’s Center for Tobacco Control Research and Education, 51% of top-grossing US films in 2019 included tobacco imagery, totaling 3,618 tobacco-related incidents, the highest number in over a decade. R-rated films were the worst offenders, with smoking appearing in 76% of them, while PG-13 films had smoking scenes in 43%. Even 23% of G and PG movies weren’t smoke-free. That means, since 2002, more than half of all top-grossing US films (representing a staggering 371 billion in-theatre tobacco impressions) have featured smoking in some form. By 2020, a Truth Initiative report found that 38% of top US movies still included tobacco use, with nearly 1,000 smoking incidents recorded across titles, including 10 movies rated PG-13 or under.
With cigarette use visibly declining in real life, the fact that films continue to overrepresent tobacco suggests that the entertainment industry may still be clinging to nicotine for aesthetic effect. But as the next generation of nicotine products, like pouches, gains traction among young adults, a new question is emerging: are these discreet alternatives the next big thing on screen?
The Cool Factor: Why Smoking Still Shows Up in Pop Culture
Despite decades of anti-smoking campaigns, cigarette use remains a recurring visual motif in popular shows and movies. From Mad Men’s chain-smoking executives to gritty portrayals of addiction and rebellion in Trainspotting and Pulp Fiction, smoking has long been used as a character shorthand: mysterious, moody, or misunderstood.
One of the most recent examples is Stranger Things, a show often praised for its retro aesthetics and storytelling. But part of its ‘80s homage includes frequent scenes of adult characters smoking. Though Stranger Things is rated TV-14, its nostalgic setting and massive popularity among younger viewers make its tobacco imagery especially notable. Critics argue that these portrayals normalize smoking for younger audiences, and tobacco use on screen continues to have public health implications. While filmmakers might defend smoking as a way to reflect historical realism or character depth, the impact on impressionable audiences can’t be ignored. After all, the line between storytelling and influence has always been thin.
Are Nicotine Pouches Next in Line for a Starring Role?
While cigarettes and cigars have enjoyed decades of screen time, modern alternatives like nicotine pouches haven’t yet made their Hollywood debut. These small, spit-free pouches, tucked discreetly under the lip, deliver nicotine without smoke, odor, or ash. And while you’d be hard-pressed to spot one on your favorite streaming series, they’re booming elsewhere.
In July 2024, the FDA officially authorized certain ZYN nicotine pouches for sale, noting that they present a lower risk for cancer and other serious health issues compared to cigarettes and older smokeless products. This regulatory green light may signal a new era for nicotine delivery and potentially open the door to greater mainstream visibility.
So far, the surge is happening online. Retailer Prilla makes it easy to order nicotine pouches across the US, promising rapid, 24-hour dispatch and express delivery from their warehouse in Las Vegas. On social media, the presence is even more intense. A 2024 study published in Nicotine & Tobacco Research found that the top 100 TikTok videos about oral nicotine pouches racked up over 400 million views. Most of this content featured young male creators using humor and lifestyle aesthetics to promote ZYN pouches. In fact, over 70% of those videos showed ZYN products directly.
What makes nicotine pouches unique is their subtlety. Unlike cigarettes, they don’t require flame, smoke, or a puff. They can be used discreetly, even invisibly, which poses an interesting challenge for visual storytelling. Can something so invisible still make an impact on screen? Or will pouches remain a TikTok trend instead of a Netflix prop?
The Future of Nicotine in Pop Culture
As the cultural narrative around tobacco continues to shift, the entertainment industry finds itself at a crossroads. Old-school smoking still appears on screen, often stylized and selectively applied, but it’s increasingly at odds with modern attitudes and regulations. While smoking might continue to appear in period pieces or gritty thrillers, the days of glamorized cigarette use are fading fast.
Whether nicotine pouches will ever become part of mainstream storytelling is still up for debate. Their stealthy use makes them less visually compelling than a swirling puff of smoke, but their growing cultural relevance, especially among young adults, makes them impossible to ignore. With over-the-top TikTok enthusiasm and FDA backing, pouches like ZYN may soon enter pop culture in a more deliberate way.
Still, Hollywood tends to chase visuals, and nothing quite beats the cinematic drama of a cigarette lit in slow motion. Until nicotine pouches find a way to fit into a director’s aesthetic toolbox, they may remain a behind-the-scenes habit rather than a plot point. But as storytelling evolves with its audience, the screen’s relationship with nicotine is far from over, it’s just entering a new chapter.
