Young women social smokers’ perceptions of smoking behaviours and responses to an appearance-focussed ageing intervention

Smoking is one of the most avoidable causes of cancer worldwide and has one of the highest associated mortality rates; consequently, there is considerable focus on trying to encourage smoking cessation. Research has explored experiences of appearance-focussed interventions in regular smokers but not social smokers. Ten women who identify as social smokers (aged 20–23) viewed an appearance-focussed smoking intervention, showing them how their faces might age if they continued smoking. Participants were interviewed after viewing the intervention about the intervention and their smoking behaviours more generally. Data was analysed using Reflexive Thematic Analysis and three themes were developed; ‘not identifying as a smoker’,; ‘health risks are not personally relatable’; and ‘appearance risks more a current, tangible concern’. The findings highlight the complex interplay between smoking and identity and the positive potential that appearance-based intervention offer for health promotion efforts directed at social smokers. Directions for future research and implications are discussed.