The International Tobacco Control Policy Evaluation Project (the ITC Project) is the first-ever international cohort study of tobacco use. Its overall objective is to measure the psychosocial and behavioural impact of key national level policies of the WHO Framework Convention on Tobacco Control (FCTC). The ITC Project is a collaborative effort with international health organizations and policymakers in 20 countries so far, inhabited by more than 50% of the world's population, 60% of the world's smokers, and 70% of the world's tobacco users. In each country, the ITC Project is conducting prospective cohort surveys to assess the impact and identify the determinants of effective tobacco control policies in each of the following areas:

• Health warning labels and package descriptors
• Smoke-free legislation
• Pricing and taxation of tobacco products
• Communication and education
• Cessation
• Tobacco advertising and promotion

The ITC Project has established a research platform to guide strong, evidence-based implementation of FCTC policies. The ITC Project evaluates FCTC policies at the level of the individual smoker, identifies the determinants of effective tobacco control policies, and disseminates its research findings to the global tobacco control community, including researchers, policy makers, and advocates. The ITC Surveys are designed to address critical issues in global tobacco control such as:

"Are pictorial warnings more effective than text-only warnings?"

 "Do restrictions on advertising lead to sufficient reductions in exposure to industry marketing or must there be a total ban?"

 "Will smoke-free laws also encourage cessation?"

 "Do discount brands and cheaper sources lower the effectiveness of tobacco taxes?"

 "How does effectiveness of tobacco control policies vary by income level-within countries and across countries?"