The Center for Regulatory Research on Tobacco Communication (CRRTC) is a partnership between the University of North Carolina at Chapel Hill (UNC) and Wake Forest School of Medicine (WFSM) that identifies effective strategies for communicating with the public about the health effects of using tobacco products.

CRRTC is advancing tobacco regulatory science by investigating consumer risk perceptions and risk messaging for both cigarettes and non-cigarette tobacco products, including the impact of the source (e.g. FDA) on message effectiveness, using newly developed real-world testing protocols that are innovative and generalizable.

CRRTC is one of 14 Tobacco Centers of Regulatory Science funded by the Food and Drug Administration’s (FDA) Center for Tobacco Products in partnership with the National Institutes of Health (NIH). The Centers were formed to address FDA’s research priorities to inform tobacco product regulation consistent with the 2009 Family Smoking Prevention and Tobacco Control Act.