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In public health speak, “tobacco denormalization” can encompass anything from countering “hey kids, smoking is cool”-type messaging, to the active stigmatization of smokers. In part, using this language demonstrates our knowledge of the field to grant reviewers.

But to forum members it sounded like we believed smokers should be stigmatized.

Ironically enough, much of our current research portfolio critically examines tobacco-related stigma.

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