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Truth Initiative is America’s largest nonprofit public health organization committed to making tobacco use a thing of the past.

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In our fight to end tobacco use, we focus on the issues that matter most. We constantly monitor, investigate and analyze the latest topics and trends in tobacco and substance use.

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Get the latest facts and analyses on the most important issues in tobacco and substance use.

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What we do

We give young people the facts about tobacco and the industry behind it, engage individuals and groups to make change in their communities, innovate ways to end tobacco use and join forces with collaborators committed to a tobacco-free future.

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Enlist in our movement, explore youth activism programs, share quitting resources and learn about more ways you can get involved.

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E-cigarettes black and white

E-cigarettes: Facts, stats and regulations

What is an e-cigarette? How much nicotine is in an e-cigarette? Are e-cigarettes as harmful as cigarettes? This Truth Initiative fact sheet answers these questions and more. 

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Girl texting and vaping

Why the FDA needs to regulate e-cigarettes now

As the tally of vaping-related deaths and cases of severe lung illness rises, youth e-cigarette use continues its rapid growth — 27.5% of high schoolers are now vaping.

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What are the long-term effects of vaping?

Not much is known about the health effects of e-cigarettes like JUUL, meaning the millions of young people who vape are being treated as human test subjects.

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TV on demand selection image

While you were streaming: Smoking on demand

A surge in tobacco imagery on TV, Netflix and other streaming platforms is putting youth at risk.

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Image from Rebekkah's one year video

One year of recovery: the journey from opioid addiction

The Truth About Opioids campaign brought Americans face-to-face with one woman’s opioid addiction, withdrawal and treatment. One year later, she’s celebrating her recovery.

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We are Truth Initiative

Truth Initiative is America's largest nonprofit public health organization dedicated to making tobacco use a thing of the past.

Learn about our mission

We seek, speak and spread the truth about tobacco

See what we do

Truth Initiative Schroeder Institute® Research and evaluation

We conduct rigorous research that powers everything we do.

Community and
youth engagement

We inspire and train future leaders to counter tobacco's influence.
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Youth smoking
prevention and education

We deliver the facts through our national counter-marketing campaign so young people can make informed decisions.

Quit smoking and vaping tools

We innovate new ways to combat tobacco use and help people quit.
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Partnerships

We expand our impact by joining forces with public, private and nonprofit leaders. Join us.

Our latest research and resources

Explore research and resources
National Day of Action JUUL Rally
News Article News Article

‘JUUL is getting richer, while we’re getting sicker’: Thousands of young Americans protest JUUL and call for regulation

A protest outside JUUL’s D.C.

Oct. 10, 2019
Tobacco prevention efforts Youth Activism
Father talking to daughter
Research Article Research Article

One-third of parents had no awareness of JUUL at start of youth e-cigarette epidemic

Sep. 18, 2019
E-cigarettes / Vaping JUUL
Image of a high school stairs and hallway
Research Article Research Article

Most teachers and administrators can’t identify JUUL, making it hard to combat use in school

Sep. 18, 2019
E-cigarettes / Vaping JUUL

We need your help to achieve a tobacco-free generation

Let's do this together. Explore partnerships, summits, scholarships, studies, events and more ways you can take action.

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​The latest news from Truth Initiative

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Press Release

Health and Parent Groups Urge Trump Administration to Stand Strong and Implement Plan to Clear the Market of All Flavored E-Cigarettes – Kids’ Health Must Not Be Compromised

Nov. 22, 2019
Press Release

Truth Initiative® Awards First-Ever truth IMPACT Scholarships for Speaking Out About the Youth Vaping Epidemic

Nov. 14, 2019