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

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At Truth Initiative, we are committed to a future free from lifelong addiction, fostering healthier lives and a more resilient nation. We are the nation’s largest nonprofit public health organization dedicated to preventing youth and young adult nicotine addiction and empowering quitting for all.

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Get the latest facts and analyses on the most important issues related to smoking, vaping, nicotine and substance use.

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By driving behavior and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation support and access. All backed by rigorous research and evaluation.

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    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.