Panel discussion: The evidence - Aligning science, regulation and public perception
This conversation will explore the latest evidence on vaping and alternative nicotine delivery products, examining the scientific research, public health findings, and behavioural and regulatory insights shaping the harm-reduction debate. The session will consider how scientific evidence can better inform regulatory approaches and public understanding, helping ensure adults who smoke have access to accurate, balanced information about the range of harm-reduction options available to them.
Session Speakers
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
Ian is an independent consultant with expertise in regulatory and scientific aspects of nicotine and tobacco products. His consulting work encompasses clinical and behavioural studies of tobacco and nicotine products for regulatory submissions in the US and Europe, and he has a wealth of experience of both consumer goods and medicinal licensing submissions. His 17 years working in the Tobacco Harm Reduction arena has included roles as Senior Director of Clinical and Regulatory Affairs EMEA with JUUL Labs, Director of Tobacco Research with Celerion, and Principal Scientist and Head of Clinical Research at British American Tobacco. As well as his consulting, Ian is a Scientific Advisory Board Member with Qnovia, a medtech startup seeking authorisation for a novel NRT in the UK and the US, and is also an Independent Non-Exec Director with Advanced Inhalation Rituals (AIR), a global shisha manufacturer.
Jeff Machovec is Director of Operations at Applied Aerosol Technologies (AAT) in Rochester, Minnesota, where he leads research, development, and analytical testing of next-generation nicotine aerosol products, including the NebMist ultrasonic nicotine delivery system. He holds honors degrees in Biochemistry and Biology and has more than 13 years of experience in the ENDS industry, along with two years in pharmaceutical manufacturing. His work spans aerosol science, product verification and validation, and QA/QC, with a focus on bringing data-driven, regulatory-grade rigor to e-vapor products.
Dr. Marina Murphy is Senior Director of Scientific Affairs at Haypp Group, where she leads scientific communications and public health advocacy to support tobacco harm reduction. With over 20 years’ experience, she has held senior roles at Juul Labs, British American Tobacco, and ANDS, focusing on translating complex science into accessible, evidence-based narratives. Marina is a passionate advocate for transparent science communication and sound regulatory frameworks that support public health. A vocal proponent of evidence-based policy, she regularly addresses misinformation around nicotine products.
Marina holds a Ph.D. in chemistry from the National University of Ireland, Galway and a Masters in Science Communication for Dublin City University, Ireland.
Expertise
- Tobacco Harm Reduction
- Public Health Advocacy
- Scientific Communications
- Regulatory Affairs
Christopher Russell, Ph.D. is a behavioural scientist and Director of Russell Burnett Research and Consultancy Ltd (RBRC), Glasgow, United Kingdom. Dr Russell leads the design, conduct, and reporting of perception and behavioural research studies of reduced-risk tobaccoand nicotine products, including electronic nicotine delivery systems (ENDS, vaping products), heated tobacco products, and modern oral products (e.g., nicotine pouches, film strips). RBRC’s studies are designed to inform regulatory evaluations of the potential impact of marketing a new tobacco/nicotine product on future tobacco use behaviour and population health.
