Key points:
·The Irish government is planning to implement new regulations that will ban disposable e-cigarettes and in-store advertising, as well as standardize packaging.
·The government plans to introduce a licensing system for e-cigarettes and tobacco products, and the delayed e-cigarette tax will be implemented by the end of 2025.
In a report by the Irish Examiner on September 24, 2025, the Irish government announced that it will ban in-store e-cigarette advertising, require standardized packaging, and completely prohibit disposable e-cigarettes, in order to align them with cigarette packaging regulations. Health Minister Jennifer Carroll MacNeill stated that new legislation will be introduced to strengthen regulations in the industry.
The new proposal will be implemented through two new laws, one of which will ban the sale of disposable e-cigarettes.
The second law will restrict the packaging of e-cigarette products, especially in terms of the colors and images on the box and the e-cigarette itself. The legislation will also limit the flavors that can be sold and "prohibit the use of any flavor descriptions and language other than basic flavor names." In-store point of sale displays and advertising will also be prohibited, with the result that e-cigarettes will be placed out of sight, similar to cigarettes and other tobacco products. Any products that have features similar to or look like toys will also be banned.
A government official stated that these laws are a response to restrictions on tobacco sales in the tobacco industry. The previous government had already implemented restrictions on e-cigarette sales, including prohibiting sales to minors under 18 and limiting advertising near schools, public transportation, and cinemas.
The e-cigarette liquid delayed tax announced in the Budget 2025 is expected to be implemented by the end of the year, with a tax of 0.50 euros per milliliter of e-cigarette liquid. Disposable e-cigarettes contain approximately 2 milliliters of e-liquid and are priced at 8 euros. Including value-added tax, the price is expected to rise to 9.23 euros. A spokesperson for Finance Minister Paschal Donohoe confirmed that tax-related preparations have entered a new stage.
Despite government action against e-cigarettes, it is not expected that there will be immediate action taken regarding nicotine pouches. Carol McNeill stated that legislation at the EU level would be "more effective than unilateral action by member states." She has formally called on the European Commission to swiftly propose a revised Tobacco Products Directive, which would cover new nicotine products including nicotine pouches. Carol McNeill aims to push for this revision during her tenure as EU President in Ireland, which is set to begin in July 2026.
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