Principal Investigator, ITC Four Country, Australia
School of Psychological Sciences, University of Melbourne, Australia
Dr. Ron Borland was one of the instigators of the ITC project. His main roles in the project are as a Chief Investigator, developing the Four Country and SEA (Malaysia and Thailand) surveys.
Dr. Borland has an international reputation for his research in the areas of smoking cessation and policy evaluation. His current major interests outside the ITC project include the development of a rational comprehensive regulatory framework for tobacco, the development and improvement of mass-disseminable smoking cessation interventions, particularly quitlines and internet-deliverable services. He has written a book that develops a comprehensive theory of hard to maintain behaviour change (CEOS theory) based on his experiences with the challenges of tobacco control.