Truth Initiative has launched a national campaign highlighting the troubling rise of young people using multiple tobacco or nicotine products at the same time, including e-cigarettes, cigarettes and — for the first time — oral nicotine pouches like Zyn. Gen Z is navigating a nicotine landscape marked by the wide availability of a variety of addictive products with a high nicotine content. The national Outsmart Nicotine campaign confronts changing patterns of nicotine use among young people head on and connects them to free quitting support through EX Program, the organization’s free, evidence-based program. In addition to including nicotine pouches, it also marks the first time in nearly a decade that Truth Initiative has featured cigarette use in a national media campaign, a move that speaks to the continued glamorization of smoking in popular culture and usage rates among certain demographics.
Ensuring young people have access to effective quitting resources is critical as many who use nicotine say they want to live free from addiction. A recent Truth Initiative survey found that 67% of young adult nicotine users plan to quit nicotine in 2026, with most citing physical and mental health as their top motivations.
Building on that momentum, Outsmart Nicotine directs young people to EX Program, Truth Initiative’s free digital quitting platform developed in collaboration with Mayo Clinic. The program connects young people with tools that can help them quit, including personalized quit plans, text message support, community resources, and expert guidance. EX Program has shown it can increase the odds of quitting by up to 40%. On average, between 2,000 and 3,000 young people ages 13 to 24 enroll in EX Program each week. To date, nearly 1 million young people ages 13 to 24 have joined EX Program on their journey to quit nicotine, a milestone that underscores the role effective and accessible support can play in helping young people live free of nicotine.
USING THIS TOOLKIT:
RESOURCES:
Outsmart Nicotine campaign landing page
If you’re among the 60% of adults ages 18-24 who vape nicotine and say they want to quit in 2026, you deserve support like EX Program by @truthinitiative.
https://truthinitiative.org/outsmart-nicotine
Anyone who wants to quit nicotine can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
@FDATobacco must crack down on the growing illicit market. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Images have influence, and data show that on-screen tobacco imagery is linked to product initiation. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Concerns about youth-oriented social media could drive interest in these ONP products. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction." - @truthinitiative CEO & President Kathy Crosby.
"High nicotine content and ease of use is not only intensifying young people’s dependence, but also making it extremely challenging to quit." - @truthinitiative CEO & President Kathy Crosby.
The @FDA must crack down on the growing illicit market. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Images have influence, and data show that on-screen tobacco imagery is linked to product initiation. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Concerns about youth-oriented social media could drive interest in these ONP products. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Anyone who wants to quit nicotine can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
If you’re among the 60% of adults ages 18-24 who vape nicotine and say they want to quit in 2026, you deserve support like EX Program by Truth Initiative. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Anyone who wants to quit nicotine can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
If you’re among the 60% of adults ages 18-24 who vape nicotine and say they want to quit in 2026, you deserve support like @exprogram by @truthinitiative.
Anyone who wants to quit nicotine can access free, evidence-based quit support through @exprogram by Truth Initiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction. The fact that more and more young people are stacking use of multiple products is deeply concerning." - @truthinitiative CEO & President Kathy Crosby
"High nicotine content and ease of use is not only intensifying young people’s dependence, but also making it extremely challenging to quit. Breaking this cycle is critical as nicotine is often one of the first substances used by young people, and may open them up to using other substances and riskier behaviors in the future.” - @truthinitiative CEO & President Kathy Crosby
The @FDA must crack down on the growing illicit market. Learn more at @truthinitiative.
Cigarettes and nicotine are back on the red carpet and at the forefront of pop culture. Let's help Hollywood write an ending to this story.
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction. The fact that more and more young people are using multiple products is deeply concerning." - @truthinitiative CEO & President Kathy Crosby
Anyone who wants to quit nicotine can access free, evidence-based quit support through @exprogram by Truth Initiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
If you’re among the 60% of adults ages 18-24 who vape nicotine and say they want to quit in 2026, you deserve support like @exprogram by @truthinitiative. Anyone who wants to quit nic can access free, evidence-based quit support by visiting EXProgram dot com or by texting EXPROGRAM to 88709.
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction. The fact that more and more young people are using multiple products is deeply concerning." - @truthinitiative CEO & President Kathy Crosby
Concerns about youth-oriented social media could drive interest in these ONP products. @truthinitiative has more data.
The @FDA must crack down on the growing illicit market. Learn more via @truthinitiative.
Images have influence, and data show that on-screen tobacco imagery is linked to product initiation. Learn more via @truthinitiative.
If you’re among the 60% of adults ages 18-24 who vape nicotine and say they want to quit in 2026, you deserve support like @exprogram by @truthinitiative.
Anyone who wants to quit nicotine can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
If you’re among the 60% of adults ages 18-24 who vape nicotine and say they want to quit in 2026, you deserve support like EX Program by @truthinitiative.
"High nicotine content and ease of use is not only intensifying young people’s dependence, but also making it extremely challenging to quit. Breaking this cycle is critical as nicotine is often one of the first substances used by young people, and may open them up to using other substances and riskier behaviors in the future.” - @truthinitiative CEO & President Kathy Crosby
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction. The fact that more and more young people are using multiple products is deeply concerning." - @truthinitiative CEO & President Kathy Crosby
The @FDA must crack down on the growing illicit market.Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Cigarettes and nicotine are back on the red carpet and at the forefront of pop culture. Let's help Hollywood write an ending to this story. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction. The fact that more and more young people are using multiple products is deeply concerning." - @truthinitiative CEO & President Kathy Crosby
Anyone who wants to quit nic can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
Anyone who wants to quit nic can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
“From vapes to nicotine pouches to cigarettes, Gen Z is at the center of a growing number of products designed to keep them hooked and put them at risk for a lifetime of nicotine addiction. The fact that more and more young people are using multiple products is deeply concerning." - @truthinitiative CEO & President Kathy Crosby
Anyone who wants to quit nic can access free, evidence-based quit support through EX Program by @truthinitiative by visiting EXProgram.com or by texting EXPROGRAM to 88709.
The @FDA must crack down on the growing illicit market. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Cigarettes and nicotine are back on the red carpet and at the forefront of pop culture. Let's help Hollywood write an ending to this story. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
Concerns about youth-oriented social media could drive interest in these ONP products. Learn more via @truthinitiative at https://truthinitiative.org/outsmart-nicotine.
