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Video of Linda Bauld's July 17, 2014 lecture in Victoria, BC. Policies on electronic cigarettes vary between countries. This presentation will outline the current position in the UK and Europe, presented by Professor Linda Bauld, one of the key architects of national guidance on tobacco harm reduction in the UK. Opportunities and challenges posed by UK and proposed EU policy will be outlined and contrasted with the position in Canada. Linda Bauld is Professor of Health Policy and Director of the Institute for Social Marketing 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 that covers 13 Universities. Professor Bauld is a former scientific adviser on tobacco control to the UK government and, in addition to conducting her research, currently chairs a number of public health policy and funding committees in Scotland and England.