Linda Bauld is Professor of Health Policy, Director of the Institute for Social Marketing and Dean of Research (Impact) at the University of Stirling in Scotland. She is also Deputy Director of the UK Centre for Tobacco and Alcohol Studies and holds the CRUK/BUPA Chair in Behavioural Research for Cancer Prevention at Cancer Research UK. She has conducted research on smoking cessation and tobacco control for 20 years, is a former UK government scientific advisor on tobacco control and chaired the NICE guidance group on tobacco harm reduction. Linda is Deputy Editor of the journal Nicotine and Tobacco Research and President-Elect of the Society for Research on Nicotine and Tobacco Europe. In 2017 she was elected a Fellow of the Royal College of Physicians of Edinburgh for her contribution to public health and cancer prevention.