BAT reinforces commitment to preventing underage access to tobacco and nicotine products
BAT calls for strong enforcement of Ireland's incoming retail licensing system to prevent underage access to vaping products and asks that the scheme be extended to oral nicotine pouches
Print3 June 2025
British American Tobacco (BAT) has recently reiterated its commitment to preventing underage access to tobacco and nicotine products.
It supports public health efforts and advocates for regulations that ensure these products are kept out of the hands of underage users.
BAT claims
BAT calls for strong enforcement of Ireland’s incoming retail licensing system to prevent underage access to vaping products and asks that the scheme be extended to oral nicotine pouches.
It claims that regular inspections will be ‘critical’ if the Government is to be successful in clamping down on the problems of underage sales and the sale of illicit vapes, a growing problem in mobile phone accessory shops and laptop repair shops.
A ban on the sale of flavours and packaging with particular underage appeal is also regarded as ‘crucial’ to preventing underage use, with BAT calling for a ban on confectionery, dessert and soft drink flavour vapes in addition to other measures.
BAT asks for global collaboration to accelerate progress towards building a smokeless world.
Smokeless products like vaping, heated products, and nicotine pouches produce significantly less harmful chemicals than burning tobacco.
They play an important role in reducing the health impacts associated with smoking cigarettes.
Countries adopting these products, such as Japan, New Zealand, Sweden, the UK, and the US, have seen a greater reduction in smoking prevalence.
Sweden demonstrates that tobacco harm reduction is effective.
Over the last 30 years, many people in Sweden have switched from smoking to alternative smokeless products.
With a smoking prevalence of just 5.4%—the lowest in the EU—it also reports the lowest mortality rates for smoking-related cancers.
Scientists estimate that 3.5 million lives could be saved over the next decade if the EU achieved similar outcomes.
Regulators should ensure that adult smokers have access to smokeless products and accurate information about their risk profiles relative to smoking.
It is, however, equally important that measures are implemented to ensure that those who are underage cannot buy any tobacco or nicotine product.
Key principles to prevent underage access
- Age verification: Mandatory age verification mechanisms at the point of purchase or delivery.
- Flavour restrictions and responsible marketing: Allow adult-oriented flavours and prohibit flavours, descriptors, and packaging uniquely appealing to underage individuals.
- Robust enforcement and sanctions: Prioritisation of effective enforcement underpinned by robust and tailored sanctions for those who break the rules.
David Melinn, country manager, BAT Ireland said: “We stand alongside those calling for stronger protections to prevent underage access to tobacco and nicotine products.
“According to ESPAD, Ireland has one of the lowest lifetime youth vaping rates in Europe, but we’d like to see this rate reduced even further through a ban on confectionery, dessert, and soft drink flavour vapes, and through the strict enforcement of the incoming retail licensing system.
“Well-thought-out regulation can help Ireland achieve its smoke-free ambitions by encouraging more adult smokers, who would otherwise continue to smoke, to switch completely to smokeless alternatives, while preventing underage use.”
Dr James Murphy, director of Research & Science, BAT Group, added: “Twenty years ago, the only means to address the health impacts associated with smoking cigarettes was tobacco control.
“Today, adult smokers, who would otherwise continue to smoke, should have the opportunity to switch to reduced-risk profile alternatives.
“The scientific evidence supporting this harm reduction approach is compelling, and we believe progress towards building a smokeless world can be accelerated by implementing harm reduction strategies.”
BAT recognises the harm associated with smoking cigarettes and is committed to reducing the health impact of its business by offering adult smokers, who would otherwise continue to smoke, a portfolio of smokeless products with a lower risk profile than cigarettes.
Its ambition is to become a predominantly smokeless business by 2035.
BAT believes that Tobacco Harm Reduction represents one of the most significant public health opportunities. If implemented with well-thought-out regulation, tobacco control and harm reduction measures can work in concert to reduce tobacco harm.
BAT recently launched Omni, a platform to share ideas and evidence to drive the dialogue on Tobacco Harm Reduction.
Read more: Ireland delays underage vaping ban, BAT Ireland pushes for urgent legislation
© 2025, ShelfLife by Ryan Brennan
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