Louise Ross

Louise Ross is a freelance clinical consultant for the National Centre for Smoking Cessation and Training in England.

Until April 2018 she had managed the Leicester City Stop-Smoking Service for 14 years. During her leadership of the service, she introduced the concept of an e-cigarette-friendly approach to helping people switch from combustible cigarettes to a much safer alternative.

She emphasizes that these are stop-smoking services, not stop-nicotine services, and she is quick to pull up anyone who asserts that the ultimate goal has to be to stop all nicotine use altogether, as she believes clean nicotine use is no one else’s business if the user enjoys it, and that it can be the key to preventing relapsing to smoking traditional cigarettes.