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Is your kid using JUUL or another e-cigarette? Here’s how you can help them quit

If your child is one of the 3 million+ youth using e-cigarettes, like JUUL, they’re at risk for nicotine addiction, but there are ways to help.

4 ways the tobacco industry is attempting to rebrand itself

Breaking down tobacco industry tactics and the conflict of interest between the tobacco industry and public health.

Our Impact

Our work has prevented millions of young people from becoming smokers, including 2.5 million between 2015 and 2018 alone. We believe a culture where young people reject smoking, vaping, and nicotine can be achieved within this generation — and we won’t stop until we create a future where commercial tobacco use and nicotine addiction are a thing of the past. This is how we’re doing.

Netflix streams 1.1 billion minutes of tobacco-related imagery in newest season of F1 racing show

F1 and its tobacco industry sponsors are now reaching new audiences, made possible by the Netflix docu-series “Drive to Survive.”

Tobacco imagery rising in top entertainment, including among 2024 Oscar Best Picture nominees

Of the 10 films nominated for the Oscars top prize, all except “Barbie” feature smoking, according to Truth Initiative’s sixth annual analysis of tobacco ima

Tobacco/vape-free Communities

JUUL sales increase more than 600% in a year, underscoring popularity among teens

Sales increased 641% in just one year, from 2.2 million devices sold in 2016 to 16.2 million devices sold in 2017.

Internet tools can help smokers quit

Web-based interventions can be just as effective at helping smokers quit as face-to-face or telephone counseling, and are more effective than print materials

Mary Dominguez

Mary Dominguez serves as VP, Creative Services in Marketing, where she has worked on the truth brand since 2005.

Tips for quitting tobacco during times of stress

Stress and anxiety related to the COVID-19 pandemic can present challenges for any tobacco user who is trying to quit, but these challenges are manageable wi

Quitting smoking is more important than ever – here is how to get started now

Quitting tobacco use has always been one of the best things a smoker can do to protect their health and it is especially critical now.

Featured partnerships

We partner with some of the best brands and organizations on the planet. Here are some of the ways we’ve joined forces.