The Tobacco Industry Denormalization (TID) campaign is a regional initiative of SEATCA designed to expose and counter the deceptive tactics used by tobacco and nicotine companies to expand their business at the expense of public health. The campaign strips away the facade of these companies as “socially responsible” businesses, revealing instead how they actively target youth, promote misleading narratives about newer nicotine products, and use aggressive marketing tactics to undermine decades of gains in tobacco control.