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  • Home
  • Outsmart Nicotine: Breaking the Cycle

Outsmart Nicotine: Breaking the Cycle

A new round of Outsmart Nicotine ads, released by Truth Initiative in April 2026, illuminates the cycle of nicotine addiction and withdrawal and situates the mental health impact of nicotine addiction as a reason to consider quitting. The new ads ask two essential questions: do people crave nicotine because they feel stressed? Or do they feel stressed because they crave nicotine?

Outsmart Nicotine offers a way to break the cycle with EX Program, a free evidence-based digital quitting program developed by Truth Initiative with Mayo Clinic.

Breaking the cycle

There is a common misconception that nicotine can help people cope with stress and anxiety. This impression is rooted in the cycle of nicotine addiction and withdrawal: nicotine itself isn't making people feel relaxed and at ease, rather it’s the alleviation of withdrawal symptoms that keeps people coming back. 

Breaking the cycle of nicotine addiction and withdrawal may be difficult, but with the right support it’s not impossible. Outsmart Nicotine offers EX Program as a proven solution, giving young adults the free daily inspiration, expert resources, and community support they need to break the cycle for good.

Learn more about the cycle of nicotine addiction

Addressing changing patterns

“Study Sesh” is the first Outsmart Nicotine ad to show nicotine pouches, one of the fastest growing categories of nicotine products. It’s also the first ad to show dual use of multiple nicotine products, including e-cigarettes and pouches, which has increased significantly among young people. 

New Outsmart Nicotine ads also feature cigarette use for the first time, a choice that speaks to the continued glamorization of smoking in popular culture and usage rates among certain demographics.

Multiple products, increased risks

The reality of an expanded product market

Young adults are currently navigating a nicotine product landscape marked by a wide availability of addictive products with large amounts of nicotine. The most commonly used e-cigarettes — disposable, flavored products — are stronger in nicotine concentration and cheaper than ever before, making large amounts of nicotine available to young people at affordable prices. 

The majority of e-cigarette and pouch products on the market also lack authorization from the U.S. Food and Drug Administration (FDA), making their presence on the market illegal.

Disposable e-cigarettes lead surge in nicotine sales
Woman with a lot of post it notes

Backed by science

Outsmart Nicotine confronts the changing patterns of nicotine use among young people and offers a way to break the cycle with EX Program, a free evidence-based digital quitting program developed by Truth Initiative with Mayo Clinic. Research published in JAMA Internal Medicine has shown that using EX Program can increase odds of quitting by up to 40%. 

The Outsmart Nicotine campaign was first launched in 2024 with the goal of reaching young adults aged 18-24, often dubbed the “JUUL Generation.” This age group was heavily impacted by the arrival of flavored, easily available e-cigarettes like JUUL over a decade ago. Today, e-cigarette use remains high among this age group, with many also dual-using cigarettes and pouches.

Explore the 2024 Outsmart Nicotine ads