Italian
On the occasion of World No Tobacco Day on May 31, an analysis by the Gambling.com Research Center reveals a concerning trend among Italian smokers: the preference for electronic cigarettes as an alternative to traditional tobacco, rather than a genuine desire to quit the addiction
ROME. The survey, based on an analysis of Google search data cross-referenced with data from the Higher Institute of Health (ISS) and the Federconsumatori-Fondazione Isscon 2025 report, highlights a significant gap between the stated intention to quit smoking and the actual behaviors of Italians.
The boom in searches for electronic cigarettes
The most striking data emerging from the analysis is the volume of searches related to “electronic cigarette,” which records a staggering 45,000 monthly queries in Italy. This number exceeds by five times the searches related to “quit smoking,” which stand at 8,700. This suggests that most active online Italian smokers are not looking for a solution to free themselves from addiction, but rather for a form of product substitution.
“electronic cigarette” is searched 45,000 times a month — five times more than “quit smoking” — and almost no one googles “how much does smoking cost.” The majority of online smokers are not seeking to break free from addiction: they are looking to replace it.
The emotional phases of online smokers
The analysis of the 30 most frequent keywords allowed the Gambling.com Research Center to identify five recurring emotional phases in the online journey of smokers:
- Generic intention: searches like “quit smoking” and “how to quit smoking” (over 16,000 monthly searches).
- Shortcut search: queries like “quit suddenly” and “in 5 days” (about 4,000 searches).
- Pharmaceutical solution: searches for “new drug,” “cytisine,” and “patches” (over 8,000 searches).
- Self-motivation: searches for “benefits,” “benefits chart,” and Allen Carr’s book (over 3,000 searches).
- Creative desperation: queries on “grandma’s remedies,” “hypnosis,” “acupuncture,” and “fake cigarette” (over 2,000 searches).
The invisible cost of smoking
A particularly alarming statistic is the near-total absence of searches related to “how much does smoking cost.” Yet, according to the Federconsumatori-Isscon report, a smoker who consumes a pack a day spends about 2,080 euros a year. At the system level, the social and health costs of smoking in Italy are estimated to be between 24 and 26 billion euros per year, against tax revenues from excise duties of about 15 billion.
The context of smoking in Italy
According to the latest data from the ISS, 24% of Italian adults aged 18 to 69 are smokers, totaling about 10.5 million people. 78% of those attempting to quit are unsuccessful. Among young people aged 14-17, 30.2% consume nicotine products, with polyconsumption (combined use of cigarettes, e-cigs, and heated tobacco) increasing to 62.4%.
Implications and future prospects
The analysis by the Gambling.com Research Center raises important questions about anti-smoking strategies in Italy. The preference for electronic cigarettes as an alternative to traditional smoking could represent an opportunity to reduce the harms associated with combustible tobacco, but at the same time risks perpetuating nicotine addiction and attracting new consumers, especially among young people.
“78% of attempts to quit smoking fail, and online queries tell the story: from cytisine to ‘grandma’s remedies,’ the behavioral map of the 10.5 million Italian smokers.”
It is therefore essential to promote more effective awareness campaigns about the risks of smoking and the need for an integrated approach that combines prevention interventions, psychological support, and pharmacological therapies to help smokers break free from addiction permanently.
