Young man becomes influencer to fight vaping after cancer diagnosis

Even with the ban in Brazil since 2009, e-cigarettes have become increasingly popular, especially among young people. According to data from the National Alcohol and Drug Survey (Lenad), approximately 11 million Brazilians aged 14 and over have used at least one type of electronic smoking device (ESD), which includes vapes, pods, Juuls, and e-cigarettes.

The wide variety of flavors, colors, and models, as well as the ease of purchasing, attract this age group. Although marketed as a less harmful alternative, e-cigarettes pose a greater risk to addiction and health, as nicotine levels in e-cigarette users can be up to six times higher than those found in conventional cigarette smokers—as shown in a 2024 study by the Heart Institute (InCor) at the University of São Paulo.

It's not difficult, therefore, to find reports on social media of young people trying to stop using ESDs, both to prevent and treat illnesses related to the use of these devices. Like 27-year-old advertising professional and administrative assistant Laura Beatriz Nascimento, who went viral on social media after sharing her lung cancer diagnosis after four years of heavy pod use. "We never expect to receive a diagnosis like that; I'm still very young," recalls the young woman from Brasília.

Laura's first experience with e-cigarettes was in 2016, when she went on an exchange program to New Zealand. Until then, she had only tried cigarettes and tobacco sporadically with friends and at parties, but she maintained her use under control. Back in Brazil, Laura resumed smoking e-cigarettes a few years later, starting in 2020, when the products began to become popular here. She immediately felt a difference. "After I discovered the pod, I started smoking every day. And after six months of use, I realized I had already developed a dependency," says the publicist, who estimates she has spent over R$10,000 in four years of using the device.

Why vapes are more addictive quickly

Laura isn't alone. Recently, influencers Manuela Cit and Sophia Cit also discussed their struggle with e-cigarette addiction on the podcast "Pod Delas." "It's marketed as fun, as cool, but it's horrible. I was addicted for a year, and it causes irreversible damage," said Manuela, who managed to quit e-cigarettes. "I think it's very important for us to do reverse marketing. If people say good things about us, I'll say bad things," the influencer added in the interview.

A new study by Incor , recently released, indicates a rise in nicotine dependence among young e-cigarette users. The highest concentrations were recorded among those who reported moderate or severe dependence. However, even smokers who identified as casual smokers had high levels of the substance in their systems.

According to cardiologist Jaqueline Scholz, director of the InCor Tobacco Treatment Program, who led the study, there is still a lot of misinformation about the risks of e-cigarettes, especially regarding their nicotine content and potential for addiction. "The study shows that e-cigarettes offer nicotine levels not seen in conventional smokers, and consequently, this exposure makes individuals susceptible to addiction, increasing their consumption, and also increasing their health risks," warns the specialist.

Among the approximately 400 participants, with an average age of 28, 49 had more than 400 ng/mL of cotinine in their saliva, a level consistent with someone who smokes 20 cigarettes per day. Another 15 users involved in the study had concentrations above 1000 ng/mL, similar to those of smokers who smoke more than 40 cigarettes in the same period. However, in addition to nicotine, the expert points out that e-cigarette smoke carries other substances into the lungs, such as flavorings and heavy metals. Because they are discreet, lack the unpleasant odor, and don't cause the throat burn of regular cigarettes, vapes tend to be consumed almost continuously.

According to Scholz, hospitalizations due to respiratory illnesses due to e-cigarette use are on the rise. Furthermore, she notes that e-cigarette users experience more intense signs of dependence and withdrawal than those seen in conventional smokers, even after only a short period of use.

The diagnosis of cancer

In Laura's case, besides being unable to stop using e-cigarettes, the addiction began to interfere with her physical performance. She noticed the first signs while working out at the gym and cycling. Later, fatigue began to add to other symptoms, such as back pain and a cough.

In December 2024, during a routine checkup before a trip, a CT scan revealed a nodule in her lung. After a biopsy confirmed the cancer, seven days later she underwent surgery to remove the tumor, in which she lost half of her right lung. "It all happened very quickly and traumatic," she recalls.

The shock of discovering and being treated for cancer at age 26 led Laura to post her diagnosis and treatment on Instagram and TikTok (@poxavidalau) to warn her friends: "When I was hospitalized, I realized that all my friends smoked. I felt I needed to tell people what happened to me."

Internet awareness

The videos quickly went viral, garnering millions of views. The comments were a mix of solidarity and concern, with some hate speech. "I received a lot of negative comments, from people saying I deserved cancer. But I also received messages from people saying I encouraged them to quit smoking and seek help."

After leaving the hospital, Laura began an intense recovery, having to "relearn" how to breathe, climb stairs, play sports, and, of course, live without nicotine. Today, she's proud to have gone nine months without vaping: "It was really hard. But whenever I felt like smoking, I tried to hold on to everything I went through in the hospital."

Besides quitting smoking, she has a healthier lifestyle: she swims and goes to the gym, and occasionally runs and cycles. Laura has also encouraged both her parents and some friends, who had smoked for many years, to quit.

" I've seen many people post about their quitting journey on social media. It's a trend that's really influencing people for good. What I tell people is that there's always time to quit and seek treatment; you just have to keep at it," Laura summarizes.

Treatment for cigarette addiction and DEFs in the SUS

It's worth remembering: smoking is linked to the development of at least 50 diseases, including diabetes, hypertension, stroke, heart attack, respiratory diseases, cancer, tuberculosis, impotence, and infertility. If you're a smoker and want to quit, know that free treatment is available through the SUS (Brazilian Health System).

Combating nicotine addiction, in this case, is done with the help of medications such as:

• stickers;

• tablets;

• chewing gum (nicotine replacement therapy);

• bupropion (antidepressant that reduces the effects of nicotine withdrawal).

Medical monitoring, on a case-by-case basis, is also part of treatment. Seek more information at the Basic Health Unit (UBS) closest to your home.