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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.

Where we stand: Federal collection of electronic nicotine delivery systems marketing & product data

he Federal Trade Commission (FTC) has collected information on the sales and marketing expenditures of cigarettes and smokeless tobacco products and reported

The power of truth

For 25 years, truth® has been delivering the facts about smoking, vaping, and nicotine addiction to empower young people to make informed choices and influence their peers and communities to do the same.

Truth Initiative partners with American Heart Association

Truth Initiative and AHA/ASA are collaborating to increase awareness about tobacco’s impact, especially on the African-American community.

Where we stand: Invest in research on sub-populations

Tobacco is not an equal opportunity destroyer.

American Spirit: Not a safer choice

Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative® found that nearly 64 percent of Natural American Spirit s

Where we stand: Smoke-free public housing

Truth Initiative and The Society for Research on Nicotine & Tobacco weighed in on a rule proposed by the Department of Housing and Urban Development to i

3 tips for boosting success with an online quit-smoking program

As more smokers turn to the internet for help to quit, they can increase their chances of success with a few tips for making the most of online tools and res

Featured partnerships

Through our partnerships, we are creating a culture that empowers people to leave nicotine behind and embrace a healthier future. We partner with states, local communities, public health organizations, and powerful brands to engage young people, prevent nicotine addiction, and help people quit.

Exposure to e-cigarette ads may enhance curiosity/usage among young adults

Exposure to e-cigarette advertisements may enhance curiosity and usage among young adults, according to the study “Impact of Exposure to Electronic Cigarette

Featured Community Projects

Truth Initiative encourages young people to take action in their communities by developing and implementing local commercial tobacco control projects. From a documentary on the infiltration of menthol cigarettes into the African-American community to a children's book encouraging Native American youth to reject tobacco, young people across the nation are engaging, educating and empowering their community members to end tobacco use.

Explore examples of youth activists in action.

Truth Initiative committed to smoke-free campuses for priority populations

Since the U.S.