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Tobacco Industry De-normalization

Along with Prevention , Cessation , and Protection , Tobacco Industry De-normalization (TID) has become the 4 th pillar in tobacco control programs.
(Adapted from Ontario Tobacco Research Unit’s Online Course: Tobacco and Public Health: From Theory to Practice)

What is Tobacco Industry De-normalization (TID)?

  • TID focuses on the tobacco industry’s role in the tobacco epidemic, emphasizing how the tobacco industry operates outside the norms of legitimate business and why tobacco industry products are not normal consumer products.

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What are the goals of TID?

  • Demonstrate why tobacco products are not normal consumer products and how tobacco manufacturers fall outside the norms of legitimate business
  • Educate the public, opinion leaders, and legislators about the industry’s responsibility for the tobacco epidemic
  • Generate support for aggressive legislative reforms to control the industry

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What is the difference between tobacco de-normalization and TID?

  • Tobacco de-normalization focuses on changing the social acceptability of tobacco use. De-normalization activities influence social norms through a variety of methods such that tobacco use becomes less normal or socially acceptable.
  • Tobacco industry de-normalization uses the media to demonstrate why the tobacco industry is “not normal, or legitimate, and why both the product and the industry fall outside the norms of legitimate business.” TID shifts the focus from individual smokers to the policy environment and corporate entity.

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