Ireland: Health Minister refuses all contact with the tobacco industry

In the midst of deliberating on the regulation of nicotine pouches, Irish Health Minister Jennifer Carroll MacNeill has rejected requests from British American Tobacco and Japan Tobacco International to meet with them to discuss these products. This firm decision demonstrates compliance with the WHO Framework Convention on Tobacco Control and underscores the Irish government's commitment to protecting its public health policies from any influence from the tobacco industry.

A clear ministerial refusal towards the tobacco industry

Irish Health Minister Jennifer Carroll MacNeill recently reaffirmed her commitment to maintaining strict independence from the tobacco industry.[1]. According to information revealed by The Irish Times, the Minister chose not to respond favourably to requests for a meeting made by several multinational companies in the sector, including British American Tobacco (BAT) and Japan Tobacco International (JTI). These companies had requested direct discussions to discuss the regulation of nicotine pouches currently on sale in Ireland.

This decision is fully in line with Article 5.3 of the World Health Organization's Framework Convention on Tobacco Control (FCTC), which commits States Parties to protect their public health policies from the commercial interests of the tobacco industry. By refusing any formal interaction, the Minister is sending a strong signal about the need to protect public policymaking from any sectoral influence.

This positioning contrasts with the tobacco industry's intensive lobbying practices, including on so-called "low-risk" products such as nicotine pouches. It is also part of a broader European dynamic of strengthening barriers between public authorities and industry, particularly in a context where new nicotine products are seeking to penetrate markets with marketing strategies targeting young people.

With this stance, the Irish government affirms its commitment to independent health governance, aligned with the principles of transparency, general interest and prevention of conflicts of interest.

Strategic lobbying aimed at regularizing and enabling the promotion of nicotine pouches

Lobbying documents obtained through a Freedom of Information request reveal that Japan Tobacco and British American Tobacco actively lobbied Irish authorities to regulate the sale of nicotine pouches—while promoting the products as legitimate alternatives to conventional cigarettes.

In May 2024, JTI sent a letter to former Health Minister Stephen Donnelly calling for a ban on the sale of its nicotine pouches. Nordic Spirit for those under 18[2]It also recommended the introduction of clear health warnings on nicotine content, the addition of easily identifiable nicotine strength indicators, and a ban on any packaging likely to attract young people. The company warned of a shift similar to that seen with disposable e-cigarettes, which have exploded in popularity among teenagers.

In August 2024, BAT, the manufacturer of Velo pouches, alerted the ministry to the proliferation of products with very high concentrations, some reaching up to 150 mg of nicotine, a level considered toxic. The multinational proposed introducing a maximum nicotine threshold of 20 mg and strengthening the rules governing the packaging of these products.

This lobbying effort continued in early 2025, with the sending of a new letter addressed to the current Minister of Health, Jennifer Carroll MacNeill. By advocating for proactive regulation, manufacturers are seeking to influence the content of this regulation and thus secure market access for their new products. This strategy, already observed in other countries, is part of a logic of regulatory co-construction allowing them to limit competition, anticipate potential bans, and strengthen the institutional legitimacy of their nicotine ranges.

A well-established influence strategy to establish the legitimacy of new products

The tobacco industry's stance in favor of regulating nicotine pouches is part of a broader strategy aimed at repositioning itself as responsible stakeholders and "partners" in public health policies. By calling on public authorities to regulate the use of these products, multinationals are primarily seeking to gain legitimacy, secure a seat at the table, and influence future regulatory decisions on new nicotine products.

This approach is not neutral. Establishing a legal framework for nicotine pouches, currently unregulated in Ireland, would effectively legalize their sale. Once this step is taken, it would become much more difficult, both legally and politically, to subsequently ban these products, even in the event of proven risks to public health. In this sense, the demand for early regulation could serve as leverage to stabilize and secure their place on the market, similar to what has happened with e-cigarettes in several countries.

The Irish government's decision not to engage with the tobacco industry is consistent with a tradition of strong leadership in tobacco control. Ireland was the first country in the world to ban smoking in enclosed public places in 2004, and it now has one of the highest taxes on tobacco products. This consistent stance aims to prevent the emergence of a new epidemic of nicotine consumption by protecting public health from the industry's well-documented influence strategies.

©Generation Without Tobacco

AE

[1] Up in smoke: Minister for Health snubs tobacco industry, The Irish Times, published June 17, 2025, accessed the same day

[2] Hugh Dooley, Tobacco companies want tighter age rules on sale of nicotine pouches, The Irish Times, published June 16, 2025, accessed June 17, 2025