About our “Don’t Buy The Lie” program

Dr. Victor DeNoble was the researcher who blew the whistle on the tobacco industry, testifying to Congress that nicotine, the chemical found in cigarettes, is indeed addictive and at the root of many health problems. Kaiser Permanente had the honor of working with Dr. DeNoble for over 20 years as he passionately informed students and adults of the insidious and toxic dangers of cigarette and tobacco usage. 

His legacy continues as we now delve into new ways the tobacco industry is hooking a new generation of youth, specifically with a “kids menu” of flavored e-cigarettes (also known as e-cigs and vapes). This industry uses fun flavors and tech devices to hook kids on nicotine. Why kids? A developing brain is easier to addict.