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New TikTok challenge kicks off national truth® campaign underscoring young people’s desire to ditch JUUL and quit vaping

truth is launching its latest youth e-cigarette education campaign, “Ready to Ditch JUUL.”

U.S. E-cigarette Sales Climbed during 2020-2022

A study released today found that overall e-cigarette monthly unit sales increased by 46.6%—from 15.5 million units in January of 2020, to 22.7 million units

Tobacco’s starring role

Tobacco imagery maintained its recurring and often starring role in popular on-screen entertainment in 2021

2020 Annual Report

We are pleased to share the significant progress we made in 2020, detailed in this report: Creating a future free from smoking, vaping, and nicotine.

2020 Reggie Awards

Age-Specific Marketing

Tested on Humans

2020 Financial Statements

We have audited the accompanying consolidated financial statements of Truth Initiative Foundation and Affiliate (Truth Initiative), which comprise the consol

Quitting smoking is more important than ever – here is how to get started now

Quitting tobacco use has always been one of the best things a smoker can do to protect their health and it is especially critical now.

COVID-19: the connection to smoking and vaping, and resources for quitting

Those who smoke or vape e-cigarettes may be especially concerned about COVID-19 because it attacks the lungs and could be a particularly serious threat to to

2020 American Business Awards (Stevies)

Achievement in Human Resources

Bronze Stevie Winner

Rising vaping rates among lesbian, gay, and bisexual young people outpace peers, widening tobacco use gap

Between 2020 and 2021, e-cigarette use rates rose at higher rates among lesbian, gay, and bisexual youth compared to heterosexual youth.

As Oscar season kicks off, tobacco imagery still pervades movies

As youth vaping remains at epidemic levels, tobacco imagery in movies can contribute to an overall problem.

Tobacco imagery lights up Oscar-nominated movies, including 80% of Best Picture nominees

Eight of the 10 films nominated for Best Picture at the 2022 Oscars and more than half (61%) of all this year’s Oscar-nominated feature films contain tobacco