The tobacco industry has invested significant resources in marketing that connects commercial tobacco use with mental well-being. From an early Camel cigarette ad that depicts a relaxed smoker with the text, “It’s a psychological fact, pleasure helps your disposition. For more pure pleasure – have a Camel,” to a pandemic isolation-themed Puff Bar ad calling the e-cigarette brand a way to “stay sane” and “the perfect escape from back-to-back zoom calls, parental texts, and WFH stress,” the tobacco industry often depicts its products as stress relief.
Associating a relaxing moment with vaping nicotine can mislead the public to believe that nicotine use boosts mental well-being. The cycle of nicotine withdrawal may also lead to this misconception. Irritability, anxiety, and depression are some of the symptoms of nicotine withdrawal, and using nicotine may relieve these symptoms temporarily – before the cycle starts again.