American Legacy Foundation

From Wikipedia, the free encyclopedia

The American Legacy Foundation is a non-profit organization dedicated to prevent teen smoking and encourage smokers to quit. The organization is responsible for the truth anti-youth smoking ad campaign, which won an Emmy Award in 2005. [1]

Their vision is "Building a world where young people can reject tobacco and anyone can quit"

The foundation is a 501(c)(3) not-for-profit organization that was established in March 1998 as a result of the Master Settlement Agreement (MSA) between a coalition of attorneys general in 46 states and five United States territories and the tobacco industry. It is funded primarily by payments designated by the settlement.

An interesting stipulation of the settlement agreement is that tobacco companies who initially provided funding reserve the right to pull American Legacy Foundation advertisements off the air if they "vilify" the tobacco companies. Altria Group has twice pulled truth advertisements, citing this clause.