Truth Initiative Foundation

Truth Initiative is a national nonprofit public health organization based in Washington, D.C., dedicated to achieving a culture where all youth and young adults reject tobacco and nicotine. Established in March 1999 as a result of the Tobacco Master Settlement Agreement, its core mission is to prevent youth and young adult nicotine addiction and empower quitting for all.

The organization's key initiatives include the widely recognized "truth" campaign, a youth smoking prevention mass media public education program. Truth Initiative also conducts rigorous tobacco control research and policy studies through its Schroeder Institute, organizes community and youth engagement programs, and develops digital cessation and prevention products such as the EX Program and This is Quitting, which provide support for individuals and organizations seeking to quit nicotine.

Kathy Crosby was appointed CEO and President of Truth Initiative effective October 2, 2023. In recent news, the EX Program reached a significant milestone in May 2026, having supported 1 million young people in their journey to quit nicotine. The organization continues to monitor the rapidly evolving nicotine market, releasing reports in early 2026 highlighting how the tobacco industry targets youth with new products like "smart" vapes and flavored oral nicotine pouches, underscoring the ongoing need for prevention and cessation efforts.