Australian Nicotine Use Rises as Illegal Tobacco Trade Expands

Nicotine consumption in Australia rose 40 percent between 2017 and 2025, according to data released by the Australian Bureau of Statistics in June. Daily smoking rates had fallen steadily from 24 percent in 1991 to 15 percent in 2010 and continued to decline through 2019.

The increase coincides with growth in the illegal tobacco market. Illegal cigarettes accounted for 12 percent of tobacco consumed a decade ago and reached 80 percent in 2025. These products typically sell for about $25 a pack and can be found for as little as $10 to $15.

Tobacco depictions in the 15 most popular streaming shows among viewers aged 15 to 24 rose 110 percent between 2021 and 2022, the Truth Initiative reported. More than half of those shows included tobacco imagery. Tobacco imagery in top Billboard music videos more than doubled from nearly 13 percent in 2021 to 28 percent in 2022.

Celebrity appearances with cigarettes have also drawn attention. Kylie Jenner appeared with a cigarette on a Vanity Fair cover. Madonna and Hailey Bieber posed with cigarettes for Interview magazine. Fashion brands Khaite and Dôen distributed branded cigarette packs at events.

Some young adults report shifting between cigarettes and vapes.

Levi, a 22-year-old personal trainer, said he moved from cigarettes to vaping after a breakup and later returned to cigarettes to reduce vaping. He noted that cigarettes require leaving indoor spaces, while vaping can occur more discreetly. Briony Wright, a Melbourne florist, said many of her friends have resumed smoking after a period of reduced use.

She linked the change to lower prices for illegal cigarettes and to social media portrayals of earlier decades. Australia banned recreational sale and importation of vapes in July 2024. Officials cited concerns about youth uptake as a primary reason for the restriction.