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The Truth campaign also recognises the importance of using humour and light-heartedness to convey their message and connect with their audience not traits usually employed in anti-smoking ads As well as humour, the Truth campaign uses bold messaging that completely deviates from other anti-tobacco ads

The first was the Prevent All Cigarette Trafficking (PACT) Act, passed to amend the Jenkins Act of 1949, a legislation meant to combat illicit sales and tax avoidance by requiring interstate shippers to report cigarette sales to state tobacco tax administrators

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Hand-rolled cigarettes are often seen as a more natural, even healthier alternative to commercial brands