French President Emmanuel Macron instantly became the world's biggest vaping celebrity, easily surpassing niche stars like Leonardo DiCaprio and Katy Perry.

The photo was apparently taken by Macron's official photographer, as the unshaven French leader headed to his office with a stack of documents. He was wearing a black hoodie emblazoned with the insignia of the elite French commandos, and he was holding a vaping device almost (but not quite!) hidden in his right hand.

Philippe Poirson wrote on his blog Vapolitique that, with or without vaping, Macron did little to correct public misconceptions about vaping during his first presidency. "We don't know how long Emmanuel Macron has been vaping," Poirson wrote. 』 However, Macron's five-year term ended with a poor record for the most popular and effective political framework for reducing the risk of smoking. "

Of course, Poirson is right. While France has resisted major negative vaping policy trends (the country has no vaping tax and no proposed ban on flavors), the French president has a responsibility to share the truth. If Macron has switched from smoking to vaping but refuses to use his platform to encourage other smokers to switch, he has not done his job, which includes protecting the health of French citizens.

Still, Macron's story -- for weary American vapers, anyway -- is a welcome novelty. In the US, it's hard to imagine a politician bragging about being an e-cigarette user. Such a move would receive a round of scolding comments from the Campaign for Tobacco Free Kids and the American Lung Association, and become the subject of abuse on Twitter.

While the film, music and fashion worlds are filled with well-known personalities who use e-cigarettes - such as Samuel L. Jackson, Jack Nicholson, Katherine Heigl, Ron Wood, Mark Jacobs, Bey La Hadid and Kate Moss - but the list of vaping politicians is short. Not many are willing to admit it publicly, aside from the disgraced former U.S. Congressman Duncan Hunter, who once vaped in a House committee meeting. When they do, the stories are usually about me quit smoking and vaping and then I quit.

But Macron, who faces re-election next month, has apparently decided that a little vaping won't damage his reputation -- or his electoral chances. In fact, this photo is more about Macron's style than the e-cigarette.

A gossip publication called Gala thinks it's important to note that Macron (who is known to smoke occasionally) appears to have found an alternative that's just as bad for his health. Gala also mentioned that Marine Le Pen, Macron's right-wing campaign challenger, used e-cigarettes to quit smoking in 2013 and vaped regularly. Le Pen has publicly vaped many times.

Philippe Poirson believes that Macron clearly wants to use e-cigarettes to gain the support of French e-cigarette users, which has the second largest population in Western Europe, with nearly 68 million residents.

Poirson wrote: "The photo appears to be a low-level commitment, while keeping the subject matter at a low-level political level. But if that detail emerges, and a magazine like Gala insists on getting noticed three weeks before the election, it shows the electoral weight of three to four million vapers and their relatives.

Whether or not Poirson is right about Macron's motives, the photo can still have a positive impact. Perhaps Macron will see the outcry over the photo as a reason to expand his government's aggressive policy initiatives on vaping, or agree to take a stance on vaping in EU TPD negotiations. But at the very least, some French smokers might see the photo and decide to try vaping themselves.

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