Peer pressure is nothing new, something is causing an increase , so it must be something that is actually changing. Adults do certain things, and therefore children who do those things feel they are more like grownups. Women wear high heels and makeup. Children really aren't supposed to. This was, obviously, McDonald's theory behind their Arch Deluxe ad campaign.
Smoking is for Grownups.
REAL grownups, of course, are allowed to smoke. Then we have the exaggeration. When kids, like anyone else, hear ridiculous claims of doom and gloom which they know cannot be actually true, then they naturally assume ALL claims of harm are nonsense. They get tired it seeming like MOST people are doomed by smoking, when it's obvious that the majority survive it, with no obvious side effects at all. I say this as a non-smoker, who believes that smoking is a mistake, and is certainly one kids should not even consider making.