Health experts are raising concerns as trends like “tanmaxxing” and cigarette smoking gain traction among some young people, despite growing awareness of their links to cancer. At the same time, a recent report from B.C.’s provincial health officer suggests alcohol consumption among young people is at an all time low, prompting questions about why some youth are rejecting one well-known health risk while embracing others. Experts say social media may be helping glamorize behaviours that come with well-established long-term health risks by repackaging them as markers of beauty, rebellion or status. The dangers of ‘tanmaxxing’ One trend drawing particular concern from dermatologists is “tanmaxxing,” in which influencers encourage people to maximize their UV and sun exposure in pursuit of a darker tan. “As far as our level of concern goes, it’s a 10 out of 10,” Dr. Sunil Kalia, chair of the Canadian Dermatology Association Sun Awareness Working Group, said in an interview with CTV’s Your Morning Vancouver. He says youth and adolescence are particularly important periods for skin cancer prevention because much of a person’s lifetime UV damage occurs during those years. “The amount of UV exposure people gets in their youth years is what develops the risk of getting skin cancer later on,” Kalia said, noting that the disease affects one in every five to seven people. While the trend is largely driven by aesthetics, Kalia says excessive tanning can accelerate skin aging and contribute to skin damage and blemishes. He is also concerned by the correlation between tanmaxxing and sunburns. “Even just one sunburn doubles the risk of melanoma, the most deadly type of skin cancer,” Kalia explained. He’s encouraging people to avoid prolonged sun exposure, especially during peak UV hours between 11 a.m. and 3 p.m. Wearing sunscreen, protective clothing and wide-brimmed hats will also help reduce the risk of skin cancer. “We’re also seeing a rise in the use of tanning beds, which are considered as hazardous as other exposures to cancer such as smoking,” said Kalia. Warning signs of a cigarette comeback Cancer experts are also paying attention to a resurgence of cigarette smoking in pop culture and its potential impact on youth behaviour. “Young people may copy celebrities and social media influencers that glamourize smoking,” BC Cancer warned in a statement earlier this year. The latest data suggests B.C. has the lowest adult smoking rate in Canada, at 9.5 per cent compared with a national average of 12.5 per cent. Fifteen per cent of youth aged 12 to 19 reported having smoked tobacco. Despite long-term declines in smoking, recent national data suggests smoking rates may be edging upward. According to the 2025 Canadian Substance Use Survey, 14 per cent of respondents reported smoking a cigarette in the previous 30 days, up from 13 per cent in 2023. Among youth and young adults, the number rose from 14 per cent to 15 per cent over the same period. Researchers writing in the medical journal Tobacco Control have warned that a growing volume of smoking-related content on social media may be helping normalize cigarette use among young people. The journal points to the rise of so-called “cigfluencers”—celebrities and influencers who share photos of themselves smoking online—as well as dedicated accounts such as Instagram’s @cigfluencers. The account’s biography describes itself as “hot people keeping the art of smoking & being cool alive.” According to the article, the account “selectively compiles and amplifies both contemporary and archival imagery” that portrays smoking as “rebellious, glamorous and culturally nostalgic.” Celebrities like Hailey Bieber, Charlie XCX and Heated Rivalry stars Connor Storie and Hudson Williams have been featured on the account.
