Toluene is frequently used as laser-induced fluorescence (LIF) tracer for visualizing mixing processes, for example, in internal combustion engines. The signal evaluation relies on a linear dependence of the LIF signal on tracer concentration - which is not present in many practically relevant cases. This paper presents an investigation of the dependence of the LIF signal intensities on the toluene concentration, revealing a non-linear signal response already at concentrations approximately ten times below those given by the room-temperature vapor pressure. Toluene was vaporized in a mass-flow controlled evaporator and investigated in a free jet. Nitrogen was used as bath gas with a variable addition of oxygen. After excitation at 266 nm, an intensified CCD camera recorded the spectrally filtered fluorescence. In separate experiments, the effective fluorescence lifetime upon picosecond UV-laser excitation was determined. The results indicate that the fluorescence lifetime decreases with increasing tracer concentration due to self-quenching. Results from imaging and fluorescence lifetime measurements are consistent. The investigation reveals that the self-quenching of toluene is dominated by collisions with excited-state toluene molecules, which causes an additional dependence of the magnitude of self-quenching on the laser fluence. (C) 2016 by The Combustion Institute. Published by Elsevier Inc.