Robert West is Professor of Health Psychology and Director of the Tobacco and Alcohol Research Group at University College London, UK. He is also Editor-in-Chief of the journal, Addiction. He has authored more than 500 scientific works. He was co-founder of the NHS Stop-smoking Services and of the UK's National Centre for Smoking Cessation and Training. He is author of 'The SmokeFree Formula' (Orion) which aims to bring the science of stopping to smokers.