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A woman walking through Tobacco's Fantasyland

Welcome to Big Tobacco’s Fantasyland.

It’s paradise for the tobacco industry, where vapes are deemed safer – never mind the increased risk of stroke, and possibly lung cancer – and the deadliest industry can rebrand itself as your friend.12345678910767778798081

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Quick Quiz

The deadliest industry has some new health advice for you. Can you spot their latest deceptive claim?

Reality check: vaping

Big Tobacco twists the truth about vaping

Big Tobacco wants to sell us a future without smoking, where vapes are a “safer alternative.”123 But don’t fall for the illusion. When you can distinguish between their fantasy and reality, you can call the tobacco industry’s bluff – and end their deadly deception.

Man holding child cryingA black and white portrait of a man holding his child
Fantasy

The tobacco industry is working toward a “smoke-free” world.

See reality
Reality

“Smoke-free”? More like “truth-free.”

Big Tobacco has no intention of going extinct, so they market dangerous, addictive vapes as “smoke-free” alternatives, all while making six trillion cigarettes every year.18

Learn how the tobacco industry is hooking kids on vapes
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Fantasy

Big Tobacco cares about the public’s health now.21

See reality
Reality

They sell deadly products and corrupt scientific research.11261

Even though vaping can increase the risk of deadly diseases, the tobacco industry funds studies that mislead us into thinking it’s healthier.145681314151622 One brand even paid a scientific journal to publish its pro-vaping “research.”323

See more lies from the tobacco industry
A portrait of a man with missing parts that's been replaced with smokeA black and white portrait of a Asian man
Fantasy

Vaping is the best way to quit cigarettes.24

See reality
Reality

Vaping can also lead to “dual use,” which means people vape and smoke.252627 Using counseling and medication together gives you the best chance of quitting for good.28

Studies show that vapes make it less likely that you’ll quit nicotine.29 And for Big Tobacco, addiction equals profit.

Get help quitting smoking or vaping
A distorted portrait image of a young maleA black and white portrait of a young man
Fantasy

Nicotine helps you relax and focus.

See reality
Reality

Nicotine is brain poison and it can amplify anxiety and depression.19303132

Nicotine can magnify mood swings and irritability and permanently change the way connections form in the brain.3334 It can also interfere with attention and learning – nothing relaxing about that.33

See more ways that nicotine affects the brain

Thanks to Big Tobacco’s deliberate lies, there’s a lot of misinformation about vaping. Help spread the truth.

Vaping dangers

Vaping is a nightmare for your body and brain.456891035

“Smoke-free” doesn’t mean harm-free. In fact, it’s an all-out assault: Vapes put you at increased risk for lung and heart disease, and dying from strokes at a younger age, and may increase your risk of lung cancer.45678101314161836374142767778798081

Explore the health risks of vaping
Vaping is a nightmare for your body and brain.[4][5][6][8][9][10][35]
Nicotine permanently damages your brain and can increase anxiety, depression, and mood swings.193031323334
Vaping increases your risk of stroke, making you more likely to die of one at a younger age.91036373
Vaping makes gum inflammation and disease more likely – and it can cause bad breath.3940
Vaping increases the risk of developing respiratory diseases, like chronic obstructive pulmonary disease (COPD), emphysema, and bronchitis.4175
Vaping may increase your risk of lung cancer.45678767778798081
People who vape daily are more likely to have had a heart attack than people who don’t smoke.42
Long-term vaping can damage blood vessels, increasing the risk for cardiovascular disease.43
E-cigarettes have been linked to bladder cancer.4445
“

My son was sold vape pens and juice when he was 15 at a local store. They know that getting kids hooked makes life-long customers.”

Mom — Santa Clarita
“

It’s a cover-up for the tobacco industry.”

Resident — Antioch
“

We don’t need alternatives for nicotine addiction.”

Resident — Los Angeles
Featured article

Big Tobacco’s fantasy is a nightmare for us all

Big Tobacco wants to profit off solving the deadly smoking epidemic they created.

Learn the truth about Big Tobacco’s latest rebrand
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Hold the industry accountable

We’re not falling for it.

Big Tobacco’s Fantasyland is a nightmare for us all. We’re leading the fight to protect Californians from their dangerous deceptions, and you can help by raising your voice.

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Content Spotlight

Explore by topic

The tobacco industry currently spends billions each year on slick marketing tactics and political influence so they can profit off death and disease.
Learn more
Even for people who don’t use tobacco, there can be deadly consequences.
Learn more
The industry calls kids their “replacement customers. Big Tobacco sentences them to a lifetime of addiction and disease.
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This racist and unjust industry has strategically targeted certain communities with deadly products and manipulative messaging.
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No one’s safe from the environmental damage and health risks from toxic tobacco waste and its plastic pollution.
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  1. Pisinger C, Godtfredsen N, Bender AM. A conflict of interest is strongly associated with tobacco industry–favourable results, indicating no harm of e-cigarettes. Preventive Medicine. 2019;119:124-131. doi:10.1016/j.ypmed.2018.12.011
  2. Wong ET, Szostak J, Titz B, Lee T, Wong SK, Lavrynenko O, et al. A 6-month inhalation toxicology study in Apoe-/- mice demonstrates substantially lower effects of e-vapor aerosol compared with cigarette smoke in the respiratory tract. Arch Toxicol. 2021;95(5):1805-1829. doi: 10.1007/s00204-021-03020-4.
  3. Shiffman S, Augustson EM. Introduction to the Special Issue on JUUL Use. Am J Health Behav. 2021;45(3):397-401. doi: 10.5993/AJHB.45.3.1.
  4. National Academies of Sciences, Engineering, and Medicine; Health and Medicine Division; Board on Population Health and Public Health Practice; Committee on the Review of the Health Effects of Electronic Nicotine Delivery Systems; Eaton DL, Kwan LY, Stratton K, editors. Public Health Consequences of E-Cigarettes. Washington (DC): National Academies Press (US); 2018 Jan 23. 10, Cancers. Available from: https://www.ncbi.nlm.nih.gov/books/NBK507174/
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  81. Shields PG, Berman M, Brasky TM, et al. A Review of Pulmonary Toxicity of Electronic Cigarettes in the Context of Smoking: A Focus on Inflammation. Cancer Epidemiol Biomarkers Prev. 2017;26(8):1175-1191. doi:10.1158/1055-9965.EPI-17-0358