Dr Ruby Grant
May 31st is World No Tobacco Day, an annual day established by the World Health Organisation to raise awareness of the risks of using tobacco. This year’s theme is ‘Unmasking the appeal’, which aims to draw attention to how tobacco companies market their products, which continue to be one of the leading causes of preventable death and disease in Australia and worldwide.
This topic is especially important for lesbian, gay, bisexual, trans, and queer (LGBTQ+) communities, as we continue to smoke tobacco at higher rates than the wider population. Although Australians aren’t smoking as much as we used to, according to the National Drug Strategy Household Survey, in 2022-23 gay, lesbian, and bisexual people were still twice more likely than heterosexual people to smoke daily.
LGBTQ people smoke for the same reasons anyone smokes: habit, stress relief, boredom, a break. But research also points to unique reasons why we still see higher rates among this community. Mental health challenges and the impacts of discrimination, harassment and stigma against LGBTQ people are often linked to our increased use of a range of substances, including tobacco.
But some of our new research from ARCSHS shows that there are other reasons LGBTQ+ people smoke. We interviewed lesbian, bisexual, and queer cis and trans women and non-binary people about smoking, and many told us that smoking can be an enjoyable way they connect with others. Whether it be taking a break with co-workers, or catching up with friends in the smoking area on a night out, we heard that smoking can bring people together – something that can be really important if you’ve struggled to find community in the past.
Historically, tobacco companies have played a big role in securing smoking’s lasting place in pop culture. Smoking has been intentionally marketed as cool, rebellious, fashionable, masculine, feminine and everything in between. While Australia’s strict tobacco control measures prevent such advertising now, over time tobacco companies have directly marketed their products to LGBTQ communities through events sponsorships, product placements, and social media influencers. As a result, LGBTQ people are still more likely than straight people to see tobacco and nicotine products in their social media, both through advertisements/product placement and in peer-generated content.
Quitting smoking is challenging, and LGBTQ people face additional barriers. Research shows that LGBTQ people are less likely to access Quitlines, and often find mainstream anti-smoking messaging unappealing. Many LGBTQ people avoid routine healthcare due to past experiences and fear of discrimination or judgement. This means they might not have the same level of support from health professionals, making quitting harder.
The mental health challenges that many LGBTQ+ people face are not inevitable, and substance use, including smoking, is not the only way we know how to cope. As well as the physical health benefits and reduced cancer risk, quitting smoking has been shown to improve mental health.
Over the years, some powerful campaigns have emerged to support LGBTQ+ communities in quitting smoking in ways that feel inclusive and affirming. For example, earlier this year, drag performer and renowned lover of cigarettes, Katya Zamolodchikova, partnered with US smoking and vaping cessation initiative, the EX Program, to promote the benefits of quitting. Closer to home, ACON’s iconic Smoke Free Still Fierce campaign spoke directly to LBQ women, celebrating queer strength, connection, and pride while promoting smoke-free living. Most recently, Quit Victoria launched Quit with Pride - a fresh campaign offering free, tailored support for LGBTQ+ people who want to reduce or quit smoking. It recognises the unique challenges our communities face and provides help that’s welcoming and respectful. These kinds of campaigns remind us that quitting doesn’t mean giving up who you are - and that support can be as strong, proud, and fabulous as the communities we belong to.
