Bill King researches smokers’ beliefs and attitudes concerning different tobacco products and tobacco industry regulation strategies. He has been with the Cancer Council Victoria since 2001. He is currently researching smokers’ risk perceptions about different types of cigarettes, nicotine replacement therapy and e-cigarettes, together with Ron Borland and Hua Yong. This research, which is funded by the Victorian Health Promotion Foundation (VicHealth) is intended to inform more effective communication with smokers, as well as informing future directions in tobacco control policy development. He is also interested in applying risk perception psychology to environmental sustainability.