Smoking has been seen in movies and tv shows for many decades with the mainstream media often representing it as a cool, edgy habit for on screen characters. However as time has gone on and more nicotine replacements have been introduced to the market, the media has begun to showcase the reality of these changes and shifts. Popular culture is often an accurate depiction of the times, vaping has slowly weaved its way into the media in recent times. With vaping often considered as a healthier alternative with Pubic Health England deeming “e-cigarettes are around 95% less harmful than smoking”, media representation could potentially help current cigarette smokers make the switch based on how often it's being portrayed. This blog will explore how vaping is portrayed in movies and tv shows and how it compares to smoking in terms of health impact.
Vaping on Screen: How It’s Being Shown in Movies and TV
Vaping in movies and tv shows is being shown in a variety of different ways for screen in somewhat similar ways to how smoking is/was being represented, however with vaping, it is much more under represented and sometimes it is often mocked as lame and not as “cool” as cigarettes. Let's explore some ways in which vaping is shown on screen.
2 Broke Girls - In series 2, episode 19, a character named Tina is shown using an e-cigarette at her workplace.
2 Broke Girls - In series 2, episode 19, a character named Tina is shown using an e-cigarette at her workplace.
The Tourist - Johnny Depp (Frank Tupelo) is seen in this movie using a cig-a-like, an early depiction of vaping on screen.
The Tourist - Johnny Depp (Frank Tupelo) is seen in this movie using a cig-a-like.
Mr Robot - On screen character, Angela Moss is shown vaping in several episodes.
Mr Robot - On screen character, Angela Moss is shown vaping in several episodes.
Big Mouth - Andrew Glouberman and his cousin Cherry Maraschino are shown vaping at a family gathering.
Big Mouth - Andrew Glouberman and his cousin Cherry Maraschino are shown vaping at a family gathering.
By these shows casually displaying vaping, it neither glamorises or sheds a negative light on vaping instead displays vaping as an everyday vice. The character Elliot Anderson in The Robot is shown several times vaping without the need of it being discussed by the character or any on screen characters.
Character trait - Shows such as Euphoria often portray vaping as a part of a character's identity. Euphoria showcases the essence of free spirited youth culture, the character Jules who vapes has a rebellious, edgy aesthetic and lifestyle. This is similar to how smoking is often portrayed on screen, an extension of a character's personality. This could be seen as a negative way to show vaping on screen as it attaches vaping to a younger audience, potentially deterring older smokers from making the switchover which in turn prevents an older audience from having a healthier alternative to cigarettes.
Stress & addiction - Some shows depict vaping as a way to cope with everyday stress with onscreen characters having a strong dependence on their vaping device. This is actually a helpful and accurate representation as nicotine is an incredibly addictive substance, that is true as is advertised on most if not all vaping products. This could help prevent non-smokers from wanting to try out vaping. However, this could deter current smokers from wanting to make the switch as it could be considered by them as just another unhelpful coping tool, reducing its appeal and potential health benefits compared to smoking.
Social settings and peer influence - In recent times Coronation Street, a popular British soap, has depicted vaping as a peer influenced behaviour. In one episode, an onscreen teenager is seen with a group of friends in a park, all of whom are holding a single-use disposable bar. One of the youths is pressured into vaping, he takes a puff before an asthma attack takes control of his breathing. Scenes like this are both helpful as well as a hindrance. Yes, it is correct that users with asthma are advised to not vape or smoke, however some viewers who watch the show who already have a negative perception of vaping may see this and use it as a reason why vaping is negative. The ages shown on screen also adds to the narrative that is currently being portrayed in the media, which is disposables are aimed at younger children with their flavours and bright coloured packaging.
Effective vs. Ineffective Portrayals of Vaping on Screen
Here are two examples of how vaping is shown on screen, one that helps the narrative of vapes being a healthier alternative and one that could hinder its reputation and effectiveness.
Kevin Spacey is seen in popular TV series the "House Of Cards' vaping an e-cigarette after his wife urges him to quit cigarettes due to his vice president run. His wife enters the room as on screen character Francis puffs on a vape, she says "your cheating" in which he replies "No I'm not, it's an addiction without the consequences". I would argue that this depiction displays the true intention behind the invention being a nicotine replacement. Francis also highlights that vaping can also be an addiction which is also an accurate point and cannot be seen as misleading to non vapers/smokers i.e. as a promotional tool. The age of Francis also helps change the narrative that vaping is aimed at young children and in turn could help older people consider the switch.
This is a scene exerted from 'True Detective - Season 2', Ray Velcoro : [about e-cig] I tried one once. It felt like it was smoking me. A real cigarette wouldn't make you feel like that. This hinders the reputation of an e-cigarette sensation/experience. Whilst some more powerful kits and high nicotine content e-liquids are on the market, nowadays smokers who want to begin vaping can tailor the experience with lower nicotine juices, low-powered kits and nicotine salts which are smooth and easy to adapt to from cigarettes.
Health Effects of Vaping and Smoking: A Comparison
Many may argue that vaping is just as bad as smoking, some may even argue it is worse due to the lack of research there is on its consequences due to it being still somewhat a new phenomenon. However, in 2015 an independent review was carried out by (PHE) Pubic Health England, which concluded that ‘e-cigarettes are around 95% less harmful than tobacco and when supported by a smoking cessation service, helps most smokers to quit tobacco altogether’.
| Health Effects | Smoking | Vaping |
| Risk Of Cancer | Proven to cause lung, throat, mouth cancer. | Low exposure to carcinogens - long terms effects still being studied. |
| Respiratory health | Risk of causing COPD, chronic bronchitis and emphysema. | Less risk and lower overall impact. |
| Toxic exposure | Contains tar, carbon monoxide, and more toxic chemicals. | Doesn’t contain tar or carbon monoxide. |
| Heart health | Higher chances of heart disease. | Lower risk of heart disease. |
| Second-hand smoke/vapour risks | Secondhand smoke is harmful to others around you hence why smoking indoors is banned. | Vapour has minimal risk of containing any harmful chemicals. Public places can make their own rules based on their choices. |
| Oral health | High risk gum disease and tooth loss risk. | Minimal risk on oral health and irritation. |
| Taste and smell | Reduces sense of taste and smell significantly | Improved taste and smell when the switch is made. |
| Physical activity/breathing | Stamina decreases aswell as lung function. | Improved cardiovascular health. |
| Potential addiction | Contains nicotine so extremely high. | Nicotine vapes are still addictive however nicotine free options are still available. |
| Overall health | Issues with health almost guaranteed. Severe illness and disease risk. | Lower risks in comparison to smoking. |
Separating Fact from Fiction: Common Misconceptions About Vaping
There are many misconceptions around vaping that are often publicised within the media. These narratives and myths can prevent smokers from making a healthier switch over from cigarettes. Let's debunk some of these myths together.
Misconception 1
“Vaping causes popcorn lung.” - Lets begin with one of the myths I have heard many times during conversations. This misconception comes from the notion that in the past e-liquids did contain a chemical called Diacetyl, which in the past was reported as an ingredient in popcorn factories that, when ingested in high levels, caused bronchiolitis which was where the name was coined. However, this ingredient has been banned from e-cigarettes and e-liquids in the UK since 2016. When it was once traceable in e-liquids before the ban, the levels it was found at was a hundred times less than cigarette smoke.
Misconception 2
“E-liquids/disposables aren't regulated, we don't know what is in them.” This is simply not true. The UK has some of the strictest rules and regulations in place to ensure all vaping products sold are heavily regulated. The Tobacco and Related Products Regulations 2016 (TPD) ensures the standard of quality and safety by also making packaging and labels contain the information consumers need to make an informed decision. Manufacturers must also notify the UK Medicines and Healthcare products Regulatory Agency (MHRA) with a list of all of the ingredients.
Misconception 3
“E-cigarettes contain nicotine so they must be harmful.” 4/10 smokers and ex smokers believe that vaping is harmful as e-liquids and single-unit bars contain nicotine (1). This is actually false, as nicotine isn’t the by-product of cigarette smoke that contains cancer-causing properties. Nicotine however is the ingredient that we get addicted to which is accurately represented on vaping products labelling. Vapour however does not contain tar or carbon monoxide, which are two of the most harmful counterparts of tobacco smoke. On the other hand vapour does contain some of the other elements, but at much lower levels.
Misconception 4
“Second-hand vapour is harmful.” Second hand cigarette smoke has been proven to be harmful which is the reason why in the UK smoking in indoor places was banned. These same laws do not stand for vaping. Premises have free will to make their own laws regarding the use of e-cigarettes. E-liquid is composed of nicotine, PG/VG and flavourings. Public Health England in 2018 conducted research that found there was no harmful effect to second-hand vapour (2). Individuals with asthma and other respiratory issues have sensitivities to many everyday environmental irritants, PHE advice establishments take this into account and make the necessary adjustments (3).
Misconception 5
“Vaping leads young people into smoking.” The UK Health Security Agency carried out a recent report that found no clear evidence that linked e-cigarette usage as a route into smoking for young people (4). However UK surveys that were carried out did state that young people are trying e-cigarettes, but consistent use is rare and “confined almost entirely to those who already smoke”. The smoking rates in the UK are also declining amongst young people and continue to. PHE continues to assess the trends in vaping usage alongside those in smoking (5).
Misconception 6
“Vaping does not help you quit smoking.” Many people think vaping will not help people kick their cigarette habits which has been debunked by a major UK NIHR funded clinical trial which was published in 2019 (6). Nearly 900 participants who took part in local Stop Smoking Services found that a standard e-cigarette was almost twice as effective in helping smokers quit smoking in comparison to other nicotine replacement therapies. Both groups were also provided with behaviour support and those in the vaping group had quicker reductions in cough and phlegm
How Media Can Inspire Smokers to Make the Switch to Vaping
Culturally, the media plays an important role in influencing the masses, especially when it comes to health. Smoking was often glamorised in the media as being this cool, cutting-edge habit to pick up and to be fair even still is today with it often being used as an extension of a certain type of character. With this portrayal and lack of information of its health risks at the time it led to an uprise in consumers picking up the habit. For this reason alone the media do need to be careful how they show vaping on screen. It should not be glamorised but instead should be shown as a NRT (nicotine replacement therapy) and an aid for smokers who are trying to quit smoking.
Goodfellas
Goodfellas
Goodfellas
Pulp Fiction
Pulp Fiction
Pulp Fiction
Basic Instinct
Basic Instinct
Basic Instinct
Ways media could make current smokers make the switch
- Podcasts with real-life interviews of individuals who have used vaping as a way to quit smoking cigarettes/a member of PHE offering insights into the research we currently have.
- Show vaping in video games as a normalised behaviour. No glamourisation.
- News outlets and journalists should provide more accurate news stories for consumers. For e.g. when people were vaping THC liquids in the states, many articles left this part out of their stories, leading vapers to believe all vaping was bad.
- Include vaping in more TV shows/movies as a nicotine replacement therapy as opposed to the glamorisation of it.
- Don’t show adolescents vaping as this will negatively affect people’s perception on it’s intended audience.
- Social media influencers creating short form content/YouTube videos documenting their journey with vaping - the pros and cons they have found so viewers can make an informed choice.
Whilst vaping is not completely harmless, it for sure is a healthier alternative to traditional cigarettes and the most effective nicotine replacement therapy there has been. Vaping is a great way to kick the pesky habit and is not intended to be a life long choice either, it is an aid that many vapers also stop after a while. With more positive depictions of vaping slowly weaving its way into movies and tv shows, it can hopefully help smokers make the necessary switchover.
Curious about making the switch? Discover our range of vaping products designed to help smokers transition to a healthier lifestyle. Explore now!
Sources
(1) Clearing up some myths around e-cigarettes - ukhsa.blog.gov.uk
(2) Evidence review of e-cigarettes and heated tobacco products 2018 A report commissioned by Public Health England - gov.uk
(3) E-cigarette use in smokefree NHS settings - ash.org.uk
(4) Smoking, Drinking and Drug Use among Young People in England, 2021 - nhs.uk
(5) Steep fall in young smokers in past decade - bbc.co.uk
(6) E-cigarettes helped more smokers quit than nicotine replacement therapy - nihr.ac.uk
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