CG and MO are paid scientific consultants for the behaviour change and lifestyle organisation ‘One Year No Beer’. SC and HTB have no conflicts to declare. LS is a HEFCE funded member of staff at University College London. He has received honoraria for talks, an unrestricted research grant and travel expenses to attend meetings and workshops from Pfizer and an honorarium to sit on advisory panel from Johnson&Johnson, both pharmaceutical companies that make smoking cessation products. He has acted as paid reviewer for grant awarding bodies and as a paid consultant for health care companies. Other research has been funded by the government, a community-interested company (National Centre for Smoking Cessation) and charitable sources. He has never received personal fees or research funding of any kind from alcohol, electronic cigarette or tobacco companies.