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

Truth Initiative’s annual “While You Were Streaming” study illustrates impact of troubling trend on youth e-cigarette public health crisis

Gamechanger: Shifting from Tobacco Control to Ending the Industry’s Influence for Good

The concept of “endgame” is a strategy to move to a time when commercial tobacco and nicotine use – with the exception of FDA-approved medications – are no l

New Report Finds Major Geographic Smoking Disparities Across Midwest and Southern States

A new report shows how major geographic smoking disparities are impacting residents of 12 contiguous states throughout the Midwest and South, creating a regi

Our Impact

At Truth Initiative, we create meaningful change at both the population and individual levels. With our research-driven approach to behavior change and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation access. By addressing systemic challenges and empowering individuals, we achieve transformative public health impact.

Truth Initiative Impact Series

E-cigarette industry spends millions on discounts and sampling, practices that help recruit young users

Price incentives like discounts, coupons, and sampling can undercut the impact of excise taxes and other proven effective tobacco control measures

2018 Clarence B Jones Impact Award

The Communications Network Award

Be the Generation that Ends Smoking #FinishIT

Youth activists call on decision-makers to declare vaping nicotine a mental health issue

Young activists gathered at the National Mall in Washington, D.C., to call attention to the impact that vaping nicotine is having on youth mental health and

New data show nearly 800,000 teens vaped for the first time in the past year, as FDA is set to announce first major decision to remove a popular e-cigarette brand

Many e-cigarettes have been allowed to stay on the market for years without undergoing a review of their public health impact, sparking an epidemic of youth

Depression Stick! is fake but vaping’s contribution to the youth mental health crisis is real

“It’s Messing with Our Heads” reveals important information about nicotine’s impact on mental wellbeing and more.

Ending youth e-cigarette epidemic at risk if FDA doesn’t act fast to remove flavors and fully regulate products as industry quickly innovates

The latest NYTS data are consistent with other research which showed that youth e-cigarette use was significantly impacted during the height of the pandemic.

truth® exposes unexpected ways tobacco affects young people

Did you know that smoking may dull your taste buds, harm the environment, and even impact your sex life?