Stop Glamorising Addiction: Young India Needs Role Models, Not Substance Promotions

Celebrities, influencers and public figures have a powerful social influence—and that influence carries a responsibility toward the younger generation

By Dr. Priyanka Saurabh

The battle against substance abuse among young people cannot be fought only through police action, awareness rallies or government campaigns. It is equally a battle of ideas, images and social influences. In an age where a celebrity’s social-media post can reach millions within minutes, public personalities have an important role in shaping how young people perceive lifestyle choices—including the use of addictive substances.

Celebrity culture has enormous reach. Actors, sportspersons, influencers, musicians and other public figures are frequently seen by young people as role models. Their clothing, language, habits and opinions often become part of popular culture. This influence can be used constructively to promote health, discipline and responsible choices, but it can also create problems when harmful behaviour is presented as fashionable, rebellious or aspirational.

Advertising and the normalisation of addiction

One of the major concerns is the indirect normalisation of substance use through entertainment, advertising and digital content. When addictive substances or substance-linked lifestyles are repeatedly associated with glamour, success, freedom or social status, young audiences may gradually become less sensitive to their risks.

This is why the public conversation should not focus only on whether a particular advertisement is technically legal. The larger question is what kind of message is being communicated to impressionable audiences.

A young person does not necessarily interpret every celebrity endorsement as a formal recommendation. However, repeated exposure can influence perceptions of what is socially acceptable or fashionable. The responsibility of public figures therefore extends beyond their contractual obligations. Their public image can have consequences far beyond the commercial transaction.

Young people need positive alternatives

Prevention becomes stronger when young people are offered something meaningful to choose instead of simply being told what not to do.

Sport, fitness, education, creative activities, entrepreneurship, volunteering and cultural engagement can provide healthy alternatives. Athletes who speak openly about discipline and substance-free lifestyles can demonstrate that physical and mental performance depend on long-term habits rather than instant gratification.

Similarly, influencers can use their platforms to discuss real experiences, recovery journeys, mental well-being, healthy routines and the importance of seeking professional help. Such communication can challenge the misconception that substance use is simply a normal part of growing up.

From celebrity campaigns to sustained action

Awareness campaigns often generate attention, but attention alone does not solve addiction.

A meaningful anti-drug campaign requires continuity.