Abstract
The November 1998 Master Settlement Agreement between tobacco manufacturers and state attorneys general significantly restricted the marketing of tobacco products, made possible markedly expanded tobacco control programs in the states, and provided for the creation of a new foundation whose primary purpose is to combat tobacco use in the United States. This commentary describes the American Legacy Foundation, with particular emphasis on one of its efforts--the "truth" Campaign, a countermarketing effort to reduce smoking among youths. The "truth" Campaign has been well received by the public and is expected to be [corrected] effective in reducing smoking among youths. The only negative reaction to the campaign has been, predictably, from the tobacco industry.