In Ireland, a new legislative step to limit the appeal of vaping and nicotine pouches

Ireland is nearing the adoption of new legislation aimed at strengthening the regulation of e-cigarettes and new nicotine-containing products.[1]. The draft public health law relating to tobacco products and inhaled products containing nicotine has passed its final stage in the lower house (Dáil) and must now be examined by the Senate (Seanad) in July 2026. The government is also awaiting validation of the European notification procedure, a necessary condition for the text to enter into force.

Stricter restrictions on e-cigarettes and nicotine pouches

The bill includes several measures designed to limit the attractiveness and accessibility of nicotine products, particularly among young people.

First, a ban on the sale of nicotine sachets to people under 18, which had been announced last year by the Minister of Health. Then, advertising for e-cigarettes and nicotine pouches will be banned at points of sale, and their visibility in general stores will be limited. Furthermore, regulations will be imposed on the colors, images, and visual elements used on the devices and packaging of all these products. This will be complemented by the elimination of marketing descriptions related to flavors for e-cigarettes and a ban on flavorings except for "tobacco" or unflavored options. Until now, the proliferation of sweet and fruity flavors (iced pineapple, watermelon-strawberry, apple, etc.) gave these products an appealing taste and an appearance of being harmless and commonplace.

A debate focused on the protection of minors

During parliamentary debates, several elected officials expressed concern about the growing popularity of nicotine pouches among teenagers, who begin using them as early as age 15. Some proposed extending packaging restrictions to pouches in order to limit the use of colors and presentations deemed attractive.

The government has indicated, however, that such a change would require a new European procedure, which could delay the implementation of the entire reform. The stated objective is to allow the legislation to enter into force before the end of the year.

Regulations designed for current and future products, within a broader European debate

According to the Ministry of Health, the legislation was developed so that it could apply not only to products currently on the market, but also to future nicotine products that may appear on the market.

Health authorities emphasize that nicotine is a highly addictive substance and reiterate that young e-cigarette users are at increased risk of later turning to smoking. The government states that the proposed measures are based on scientific data and are part of an objective to protect national public health.

Ireland is a country generally very committed to the issue of combating tobacco products and new nicotine products., having reaffirmed its commitment to fighting against all these new products at national and European level, in light of his presidency of the Council of Europe. The country has, for example, banned disposable e-cigarettes or "puffs," like France and Belgium. It has also regulated heated tobacco products in the same way as traditional cigarettes. Thanks to a strong and consistent fiscal policy, Ireland has elevated to first place in the Tobacco Control Scale 2025 which ranks the 37 European countries according to the more or less comprehensive nature of their legislation and policies to combat smoking.

Elsewhere in Europe, a growing number of countries are following the trend of stricter regulations on new nicotine products that are dangerous for young people: Finland was the first country to ban non-tobacco flavors in e-cigarettes in 2016, Estonia has only allowed tobacco and menthol flavors since 2020, as will Denmark from 2022. Lithuania, Hungary, Ukraine, Slovenia, Latvia, and the Netherlands have all followed suit.[2]. In France, The CNCT has been calling for the adoption of such a measure since 2023..

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[1]Paul Hosford, Vaping: New law will ban flavored and colorfully-packaged vapes, Irish Examiner, published on June 24, 2026, accessed on June 25, 2026

[2]Emma Hickey, The government is looking to ban vape flavors - why?, The Journal, published on June 24, 2026, accessed on June 25, 2026

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