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

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

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Get the latest facts and analyses on the most important issues in tobacco and substance use.

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What we do

We give young people the facts about tobacco and the industry behind it, engage individuals and groups to make change in their communities, innovate ways to end tobacco use and join forces with collaborators committed to a tobacco-free future.

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Girl texting and vaping

Why the FDA needs to regulate e-cigarettes now

As the tally of vaping-related deaths and cases of severe lung illness rises, youth e-cigarette use continues its rapid growth — 27.5% of high schoolers are now vaping.

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JUUL e-cigarettes

The latest information on JUUL: 8 important things to know

The latest information and facts about JUULing based on the newest research and reports, as well as the company’s own testimony and documents from Congressional hearings.

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What are the long-term effects of vaping?

Not much is known about the health effects of e-cigarettes like JUUL, meaning the millions of young people who vape are being treated as human test subjects.

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TV on demand selection image

While you were streaming: Smoking on demand

A surge in tobacco imagery on TV, Netflix and other streaming platforms is putting youth at risk.

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Image from Rebekkah's one year video

One year of recovery: the journey from opioid addiction

The Truth About Opioids campaign brought Americans face-to-face with one woman’s opioid addiction, withdrawal and treatment. One year later, she’s celebrating her recovery.

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We are Truth Initiative

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

Learn about our mission

We seek, speak and spread the truth about tobacco

See what we do

Truth Initiative Schroeder Institute® Research and evaluation

We conduct rigorous research that powers everything we do.

Community and
youth engagement

We inspire and train future leaders to counter tobacco's influence.
truth branding teen

Youth smoking
prevention and education

We deliver the facts through our national counter-marketing campaign so young people can make informed decisions.

Quit smoking and vaping tools

We innovate new ways to combat tobacco use and help people quit.
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Partnerships

We expand our impact by joining forces with public, private and nonprofit leaders. Join us.

Our latest research and resources

Explore research and resources
National Day of Action JUUL Rally
News Article News Article

‘JUUL is getting richer, while we’re getting sicker’: Thousands of young Americans protest JUUL and call for regulation

A protest outside JUUL’s D.C.

Oct. 10, 2019
Tobacco prevention efforts Youth Activism
Father talking to daughter
Research Article Research Article

One-third of parents had no awareness of JUUL at start of youth e-cigarette epidemic

Sep. 18, 2019
E-cigarettes / Vaping JUUL
Image of a high school stairs and hallway
Research Article Research Article

Most teachers and administrators can’t identify JUUL, making it hard to combat use in school

Sep. 18, 2019
E-cigarettes / Vaping JUUL

We need your help to achieve a tobacco-free generation

Let's do this together. Explore partnerships, summits, scholarships, studies, events and more ways you can take action.

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​The latest news from Truth Initiative

See our impact ​Visit press center
Press Release

Why JUUL’s decision to pull ‘all’ flavors deserves no praise

Oct. 17, 2019
Press Release

Youth Across America Rally Over Vaping Epidemic for truth® National Day of Action

Oct. 09, 2019