Who we are

Truth Initiative is America's largest nonprofit public health organization committed to making tobacco use and nicotine addiction a thing of the past.

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In our fight to end smoking, vaping and nicotine addiction, we focus on the issues that matter most. We constantly monitor the latest topics and trends in tobacco and substance use.

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What we do

We give young people the facts about smoking, vaping, nicotine and the tobacco industry, engage individuals and groups to make change in their communities, innovate ways to end nicotine addiction and join forces with collaborators committed to a future where tobacco and nicotine addiction are a thing of the past.

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While You Were Streaming 2022

Tobacco’s starring role

How on-screen tobacco imagery drives youth e-cigarette use and what the entertainment industry can do to change the picture

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Elf Bar JUUL Vuse Puff Bar Breeze Hyde Vape

E-cigarette products sold on the market quadruple in just one year

The number of unique e-cigarette products, many of which come in youth-appealing flavors, more than quadrupled from 453 in June 2021 to 2,023 in June 2022

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John and his dog

Nashville Bar Owner Breaks Free from Nicotine Addiction and Hopes to Inspire Others

John, a Nashville bar owner who quit smoking with support from the EX Program, has smoked for more than 15 years.

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Girl looking out window

Quitting vaping? Here are 5 tips for handling nicotine withdrawal

Trying to quit vaping? Since nicotine is what makes e-cigarettes addictive, quitting them is similar to quitting regular cigarettes or other tobacco products.

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Opioid Pill Bottle

The truth about opioids

The Truth About Opioids is helping young people understand the facts about opioids, the risk of addiction and the crucial role they can play in solving the crisis within their communities.

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We are
Truth Initiative

Inspiring lives free from smoking, vaping and nicotine

Learn about our mission
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what we do

We seek, speak and spread the truth about smoking, vaping, and nicotine

See what we do
Truth Initiative

Truth Initiative Schroeder Institute® Research & Evaluation

We do rigorous, science-backed research then share what we find.
Community and Engagement

Community &
youth engagement

We inspire and train future leaders to counter tobacco's influence
truth logo

Youth vaping & smoking
prevention & education

We deliver the facts so young people can make informed decisions.
Ex program

Quit smoking tools

We help people quit through scalable, cost-efficient interventions.
partnership

Partnerships

We work with corporations, organizations and individuals who share our commitment.

Our latest research and resources

Elf bar, Hyde Rave, Breeze Vape
Research Article
High-nicotine e-cigarettes dominate the market, with sales increasing 15-fold in five years
Jan 5 2023
E-cigarettes / Vaping
Puff Bar litter
News Article
Most young users put disposable e-cigarettes in trash, creating huge streams of toxic and hazardous waste, as companies fail to take responsibility
Dec 15 2022
Environment
A stack of books
News Article
What should educators do if they catch students vaping in school?
Sep 15 2022
E-cigarettes / Vaping
Zyn and Velo Pouches
News Article
What is “tobacco-free” nicotine?
Jan 9 2023
E-cigarettes / Vaping/Flavors
Elf bar, Hyde Rave, Breeze Vape
News Article
Elf Bar, Hyde, and Breeze – what you need to know about the rise in disposable e-cigarettes
Aug 17 2022
E-cigarettes / Vaping
E-cigarettes black and white
Fact Sheet
E-cigarettes: Facts, stats and regulations
Jun 15 2021
E-cigarettes / Vaping/Flavors/IQOS/JUUL
Explore research and resources
Press Release

FDA’s Latest Marketing Denial Order for Menthol E-Cigarette Products Underscores Its Continued Commitment to Sound Science

03.17.2023
Press Release

New report shows tobacco imagery continues to influence youth vaping initiation through on-screen entertainment most popular among 15- to 24-year-olds

03.09.2023