Louise Ross is the leader of the Leicester City Stop Smoking Service. Louise finished a very happy and long working life in learning disabilities to work in tobacco control and smoking cessation, and has been delighted to discover a second career that has been even more satisfying than the first. Initially sceptical about ecigs, she has become a vocal advocate for their use as a harm reduction method, principally because she has listened to people who have used them to stop smoking, and has been utterly convinced by their sincerity. Louise is an associate of the New Nicotine Alliance UK, a charity committed to improving public health through a greater understanding of risk-reduced nicotine products.