Our top issues

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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Who we are

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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Research & resources

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

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What we do

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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Join us in preventing youth and young adult nicotine addiction and empowering quitting for all.

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    Our top issues

    In our fight to prevent youth and young adult nicotine addiction and empower quitting, we focus on the issues that matter most. To identify these priorities, we constantly monitor, investigate and analyze the latest topics and trends in commercial tobacco and substance use. These are our top issues.

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    Website Policies

    Terms and conditions, privacy policy and DMCA notice

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    Annual Report Report

    2024 Annual Report

    We are pleased to share the significant progress we made in 2024, detailed in this report: Building a tobacco-free future where anyone can quit

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    Apply for the Truth Initiative Tobacco/Nicotine-Free College Program

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    Respira Vida

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    Master Settlement Agreement

    The largest civil litigation settlement in U.S. history changed tobacco control forever. The settlement is also the first chapter in the Truth Initiative origin story. Learn the basics of the Master Settlement Agreement. 

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    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.

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    Pride + Progress

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    Financial Statement Report

    2024 Financial Statements

    We have audited the accompanying consolidated financial statements of Truth Initiative Foundation and Affiliate (Truth Initiative), which comprise the consol

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    Protecting scientific integrity from tobacco industry interference

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    THE TOBACCO INDUSTRY AND THE RETAIL ENVIRONMENT

    Tobacco companies rely on the retail environment to reach both current and future customers by advertising their products and normalizing the presence of tobacco products in everyday life. The tobacco industry spends nearly $1 million per hour on marketing tobacco products in the retail environment, and it works - when discounts and promotions are advertised in stores, tobacco product sales go up by as much as 30%.

    Learn more about the tobacco retail environment in the sections below or read the full report.

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    Our Impact

    At Truth Initiative, we create meaningful change at both the population and individual levels. With our research-driven approach to behavior change and policy change, we prevent addiction, increase quitting, reduce nicotine dependence, and expand cessation access. By addressing systemic challenges and empowering individuals, we achieve transformative public health impact.