Completely safe. Despite the shape, there’s nothing burning inside it. It’s an LED light fitting, the exact same basic technology as a bedside lamp, just built into an acrylic shade shaped like an oversized cigarette. There’s no flame, no heat build up beyond a normal light bulb, no smoke, and no smell.
This question comes up most from parents checking before buying one for a teenager’s room, and from bar and venue managers checking before putting one in a public space. In both cases, the honest answer is that it carries no more fire risk than any other plug in lamp in the building. It doesn’t need special ventilation, doesn’t get hot to the touch on the shade itself, and doesn’t produce any residue that needs cleaning.
The one thing worth knowing is that it’s designed as a statement piece rather than a functional reading lamp. The glow is warm and atmospheric, not bright, so it’s better suited to setting a mood in a room than lighting it fully.
Full specifications for both colourways are on the Marlboro Cigarette LED Lamp and Barbie Cigarette LED Lamp product pages if you want to check dimensions before ordering.