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Our Impact

Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We are committed to preventing youth and young adult nicotine addiction and empowering quitting for all — and we won’t stop until we achieve a future free from lifelong addiction, fostering healthier lives and a more resilient nation. This is how we’re doing.

As E-Cigarette Makers Face Critical September 9 Deadline, Leading Health Groups Urge FDA Not to Allow Sale of Any Flavored Products

Health groups endorse key principles to guide FDA review of e-cigarettes and other tobacco products, call for rigorous scientific evidence and prompt removal

What We Do

Truth Initiative conducts groundbreaking research and policy studies, giving people the facts they need to know about smoking, vaping, nicotine, and the commercial tobacco industry. We engage individuals and groups to make change in their communities, innovate new ways to end tobacco use, and join forces with collaborators committed to preventing youth and young adult nicotine addition and empowering quitting for all. In short: we seek, speak, and spread the truth about smoking, vaping and nicotine.

The truth about opioids

The Truth About Opioids is helping young people understand the facts about opioids, the risk of addiction and the crucial role they can play in solving the c

Authorities step up measures to address unauthorized e-cigarette sales

The battle against illegal e-cigarettes has intensified as federal and state authorities take action to protect young people from the thousands of unauthoriz

While you were streaming

New research from Truth Initiative reveals that 79 percent of the shows most popular with young people depict smoking prominently.

Nicotine on demand

Tobacco remains rampant in the year’s most popular shows, movies, and music videos, fueling the ongoing youth e-cigarette epidemic.

truth confronts JUUL and other e-cigarette manufacturers in new campaign, ‘Tested on Humans’

truth is directly confronting the role JUUL and other e-cigarette manufacturers have played in fueling the youth vaping epidemic through a new campaign title

Quitting vaping in 2024: Top tips and resources

There are many reasons people want to quit vaping, including physical or mental health concerns, financial cost, freedom from addiction, and influence from f

Truth Initiative Experiential Learning & Mobilization Program

Smoking in Movies: 2020

Tobacco imagery in youth-rated movies still exists.

truth launches fake vape company “depression stick!” to make a point

Truth Initiative, revealed its latest youth e-cigarette education effort exposing nicotine’s role as a contributor to the worsening youth mental health crisi