F* Nicotine is a youth-focused campaign challenging the tobacco industry’s efforts to attract and addict a new generation. It highlights the risks of nicotine, particularly for people aged 15 to 25, and calls attention to the ways cigarettes, vapes, pouches, and heated tobacco products are marketed and sold. The campaign’s message is that colorful packaging, sweet flavors, online promotions, influencer content, and sponsorships can make nicotine products appear appealing or harmless while obscuring their risks.

Rather than selling consumer products, F* Nicotine offers ways for people to learn about nicotine and take part in public advocacy. Visitors can explore information about addiction, health effects, product marketing, and frequently asked questions; watch and share campaign videos; and add their voices to a global movement by providing their country and, optionally, city. The campaign also encourages supporters to share personal stories using #FNicotine, spread its message on social media, and participate in calls to action.