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University of Stirling


Professor Linda Bauld

Professor of Health Policy

Institute for Social Marketing University of Stirling, Stirling, FK9 4LA

Professor Linda Bauld

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About me

Linda Bauld is Professor of Health Policy, Director of the Institute for Social Marketing and Dean of Research (Impact) at the University of Stirling. She is also Deputy Director of the UK Centre for Tobacco and Alcohol Studies, a UKCRC Centre for Public Health Excellence covering 13 Universities. Since August 2014 she has also held the post of Cancer Research UK's cancer prevention champion (the CRUK/BUPA Chair in Behavioural Research for Cancer Prevention). This involves a part-time secondment to CRUK - the world's largest independent cancer charity - to lead their cancer prevention initiative. Linda is a behavioural scientist with a PhD in social policy. Her research focuses on two main areas: the evaluation of complex public health interventions; and the use of evidence to inform health policy. She has conducted studies on drug and alcohol use, inequalities in health and, most notably, on smoking cessation and tobacco control. She undertook the first study of the UK's national (NHS) stop smoking services when they were established in 1999. She has also played a significant role in the monitoring and evaluation of a range of tobacco control policies, and served as the UK government's scientific adviser on tobacco control from 2006 to 2010. Examples of recent work include: authoring the 3 year review of smokefree legislation in England (published by the Department of Health in 2011); playing a key role in developing smoking cessation in pregnancy guidance in England (2010) and for the World Health Organisation (2013-14); coordinating the development of an independent alcohol strategy for the UK ('Health First', published in March 2013); leading a national review of smoking cessation services for the Scottish government (2013-2014); chairing the NICE programme development group on tobacco harm reduction (2011-2013), and acting as spokesperson for CRUK's obesity policy work in Scotland through the charity's 'Scale Down Cancer' campaign. She chairs, or is a member of, a significant number of policy and research funding committees in Europe, England and Scotland. Her work with the media is extensive, and a particular current focus is contributing to the ongoing debate on electronic cigarettes and tobacco harm reduction. In 2017 she was elected a Fellow of the Royal College of Physicians of Edinburgh for her contribution to cancer prevention and public health.

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