Two tobacco product manufacturers have been granted permission by the Irish High Court to challenge a new European Union directive that prohibits flavored heated tobacco products.
Ireland is set to adopt new European Union legislation by July 2024. However, the country's oldest tobacco manufacturer, PJ Carroll and Co., and next-generation nicotine company Nicoventures Trading, a subsidiary of BAT, argue that the EU directive is invalid. They are challenging both the Irish Minister for Health and Minister for Justice.
According to news reports from Ireland, previously, the heating and flavouring of tobacco products was not prohibited. However, the EU Commission has changed this rule and is hoping that member states will implement the ban by July 23rd.
In 2021, PJ Carroll, currently holding a 10% share in the electronic cigarette market in Ireland, announced that it is taking measures to commercialize heated tobacco products in Ireland, including flavored products.
However, PJ Carroll Company stated that the EU ban on these products severely limits their "ability to fully capitalize on a unique opportunity to become the first company in the Irish market to launch heated tobacco products for adult smokers, or else they will continue smoking.
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