BAT Ireland Calls for Ban on E-cigarette Flavors and Packaging Targeting Minors

BAT Ireland stated that candy, dessert, and soft drink flavors should be banned to prevent e-cigarette products from appealing to minors. This was the company’s response to the recent public consultation on e-cigarettes launched by the Minister for Health.

The ban on flavors that appeal to minors is part of a broader set of measures proposed by the company to make the vaping industry more responsible. Other proposed rules include banning marketing slogans and the use of imagery involving toys, cartoons, and candy on products.

The public consultation is scheduled to close on January 5 and will be used to draft new legislation on the future regulation of the vaping industry, which is expected to be released next spring.

BAT Ireland country manager David Melinn said, “The upcoming ban on the sale of e-cigarettes to people under 18 will cut off a source of access for underage users.”

“As a global e-cigarette manufacturer, we have a clear understanding of our responsibilities and believe stricter regulation is needed,” he continued. “That is why we are urging the government to ban flavors aimed at candy, dessert, and soft drink profiles to stop young people from trying these products for the first time.”

BAT believes that regulation promoting harm reduction while lowering the risk of unintended underage use can help Ireland achieve its smoke-free goal of reducing the national smoking rate to below 5%. This approach recognizes the important role e-cigarettes can play in helping smokers quit while ensuring that flavors that appeal to minors are removed from the market.

Independent scientific research shows an association between successful quitting and the use of tobacco-flavored or unflavored e-liquids, compared with non-tobacco-flavored e-liquids. Although Healthy Ireland does not break down successful quit attempts by flavor in detail, the data show that one in four smokers who successfully quit used e-cigarettes.

Melinn added, “We believe banning flavors that appeal to minors strikes a balance by reducing the risk of youth exposure while still ensuring that most e-cigarette users can continue to access the flavors they prefer.”

BAT Ireland also stressed the importance of the public consultation, especially input from smokers who have used e-cigarettes to quit completely and stay away from cigarettes.

Melinn said, “The public consultation provides an opportunity for those who will be affected by the future regulation of e-cigarettes to have their say. While there is a clear need for tighter controls to prevent youth-appealing e-cigarettes, future regulation must recognize the role of e-cigarettes in harm reduction.”