The stagnant and rising numbers of adolescents engaging with unhealthy commodities may be linked to the increasing normalization of these products among them. When products are perceived as normal, they are believed to be highly prevalent, socially acceptable and minimally harmful to one's health. Unsurprisingly, the industry is promoting normalization narratives in their marketing communications. Normalization is problematic because it disguises or minimizes the harmful nature of the products. Therefore, public health organizations implement denormalization strategies to reverse these perceptions of normalcy. However, the current strategies seem insufficient, and the WHO urges for innovative and scientifically grounded denormalization strategies. This project fills a gap in academic literature by providing a better understanding of the role public and interpersonal communication play in the (de)normalization processes. To ground the project in reality, three cases of unhealthy commodities in different stages of normalization will be studied in each work package: tobacco/e-cigarettes, alcohol, and cosmetic treatments. This will be achieved by conducting qualitative research on (de)normalizing public discourses, on- and offline social norm building, and how individuals make sense of all the (de)normalizing communication they encounter. In doing so, this project will also provide insights for innovative denormalization strategies.