Black and yellow image showing quote from California Tobacco Control Program: "The goal of the California tobacco Control Program is to change the social norms surrounding tobacco use by 'indurectly influencing current and potential future tobacco users by creating a social milieu and legal climate in which tobacco becomes less desirable, less acceptable, and less accessible.'"

California Department of Public Health, Tobacco Control Program Priorities

This study was framed within the context of tobacco denormalization, which is an approach to tobacco control that pioneered in California in the late 1980s and is defined in part by its explicit focus on the use of stigma as a tobacco control strategy.

This quote is taken directly from the California Tobacco Control Branch’s website: “The goal of the California Tobacco Control Program is to change the social norms surrounding tobacco use ‘by indirectly influencing current and potential future tobacco users by creating a social milieu and legal climate in which tobacco becomes less desirable, less acceptable, and less accessible.'”

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