Health Org’s Creative Social Experiment Proves Smoking Is Ugly


Ah, Tinder. That Hot or Not-ish site on which those who care only about looks can seek intimacy with others who only care about looks. It’s the way of things these days. After all, who really cares what a person is actually like when that gets in the way of the simplicity of a dating app like Tinder?

But, perhaps proving that looks aren’t entirely everything — even on Tinder — the Action on Smoking & Health organization is out with a campaign entitled Smoking Hot which aims to determine whether or not smokers are seen as less attractive than non-smokers.

To prove the point, ASH created two separate Tinder accounts for one attractive blond woman using the same settings, likes and friends. In one account, all her pictures portray her smoking. In the other profile, she is cigarette-free. Using the two profiles, ASH liked 1,000 men’s profiles over the course of a week.

The results? The smoking profile saw a 29% match rate. The non-smoking profile realized a 54% match rate. Even on Tinder where looks are everything, a hot woman who smokes is viewed as less attractive than a hot woman who doesn’t smoke.

YouTube Preview Image

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Strategy | Creative Of The Day | Mobile Marketing


About The Author: is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Karthik T

    Isn’t Smoking == Attractive (or cool) more specific to men rather than women?

  • mybrainworks

    Almost everyone who smokes started before age 25 when the brain finally develops. So sad they get fooled by the tobacco industry lies that it makes them more attractive – it does the opposite and always has, only the insecure adolescent brain thinks the rebellion of smokers makes them cool, only to find out they look less attractive, and insult to injury, are actually being physically damaged health- and looks-wise.


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!