Tobacco use kills up to half of users, resulting in over 8 million deaths a year. It remains one of the world’s leading causes of preventable death. Driving this epidemic is the tobacco industry – companies that manufacture, distribute, market, and sell tobacco products. Despite declining smoking rates resulting from successful tobacco control measures, tobacco company profits have continued to increase. Nonetheless, as tobacco control efforts continue to grow, they pose an existential threat to the industry. The industry’s response has included efforts to renormalize its business practices and products under the guise of “transformation”. Tobacco companies have promoted potentially misleading narratives related to their purported “smoke-free transformation”, newer nicotine and tobacco products, industry involvement in science and policy, and drivers of illicit trade. Disinformation threatens our ability to improve public health, muddying the information water. It can aggravate debates and exacerbate divides within the tobacco control community, as well as impede the development and implementation of life-saving public health initiatives. Ultimately, disinformation can be used by the tobacco industry to serve its interests, often at the expense of public health.