NICE NG209
Tobacco: preventing uptake, promoting quitting and treating dependence. Tapering ceilings, NRT mapping and craving-defusion scripts follow this guideline rather than influencer playbooks.
Clinical governance
Built to sit beside the NHS, not above it.
QuitLoop is Class I medical device software, aligned to NICE NG209 and assessed against NHS Digital Technology Assessment Criteria. Behavioural content is reviewed by a UK clinical advisory board every six months.
NHS partnership
Self-referral and ICB tokens are accepted at onboarding. Named clinical supervisors can onboard 16–17 year-olds only through NHS Trust safeguarding pathways. Adults 18+ remain the direct-to-consumer cohort.
Research protocols
Any proposed change to behavioural models undergoes Caldicott clinical review. We do not run advertising SDKs, insurer linkages, or third-party habit auctions.
SJ
Dr Sarah Jenkins, DClinPsy, CPsychol
Chartered behavioural psychologist & former NHS Trust consultant
A craving peak lasts three to five minutes like an ocean wave, then naturally dissipates. Notice tightness in the chest as sensation rather than a demand for action.
SV
Dr Simon Vance
Lead Clinical Information Officer & Data Protection Officer
Special-category health data stays in AWS London (eu-west-2). Edge models run on-device. The DPO inbox answers under 72 hours.
Statutory registrations
- ICO registration ZA892110
- Companies House 14298101
- UK GDPR & Data Protection Act 2018
- CE & UKCA Class I Medical Device Software
- MHRA Class I MDDS (habit-reversal software)
- DTAC v2.1 assessed