This article reinterprets the discursive terms and cultural meanings that redefined the legal campaign against Big Tobacco during recent decades. We underline the palpable shift from a conventional tort-based logic of products liability claims, which most analysts emphasize, to a logic incorporating key features identified with criminal law or “crimtorts.” The study builds on legal mobilization theory and combines narrative history of events with systematic analysis of media coverage across a twenty-year period to demonstrate how Big Tobacco was criminalized over two decades.