Flavoured vape restrictions risk driving ex-smokers back to cigarettes, warn retailers

Industry group says Government’s Nicotine Bill could undermine smoking cessation efforts

Responsible Vaping Ireland (RVI), the national association representing over 3,300 independent vape retailers, has raised serious concerns following the publication of the Public Health (Tobacco Products and Nicotine Inhaling Products) (Amendment) Bill 2026.

While RVI supports measures to protect children from access to nicotine products, the organisation warns that the proposed flavour restrictions risk reversing gains in smoking cessation.

The Bill, due to be debated in the Dáil tomorrow, includes a near-total ban on flavours for nicotine inhaling products, only allowing “Tobacco” and “Unflavoured” unless additional names are specified by the Minister in future regulations.

RVI warns this approach could unintentionally push adult vapers back to smoking and increase cross-border purchases from Northern Ireland, where flavours remain freely available, potentially fuelling an illicit market.

An RVI spokesperson said: “RVI fully supports targeted measures to prevent children from accessing nicotine products.

“But banning most flavoured vapes ignores the evidence that flavours play a vital role in helping adults quit smoking.

“Restricting these options risks driving ex-smokers back to cigarettes and undermining public health.”

The Bill introduces additional measures regulating advertising, packaging, and retail display, including:

• Prohibition of advertising nicotine inhaling products (i.e. vapes) and nicotine consumption products (i.e. nicotine pouches), including online and in-store signage promoting the products. 
• Requirements that devices and components be a prescribed colour and free from graphics or imagery that could appeal to children.
• Restrictions on visible sales, ensuring nicotine inhaling products are kept in closed containers, except in businesses specialising in these products.

RVI highlighted that vaping continues to be a crucial tool in smoking cessation.

Healthy Ireland 2025 found that 50% of all e-cigarette users are ex-smokers, and nearly 23,000 Irish adults successfully quit smoking with the help of vapes in 2024.

A 2025 Red C/Respect Vapers survey also indicated that one in three Irish vapers would return to smoking if flavoured products were banned.

“While we welcome the Government’s focus on protecting children, failing to align flavour regulations with Northern Ireland risks fuelling an illicit market and undermining adult smokers’ access to harm reduction tools.

“We urge the Minister to reconsider the Bill’s flavour provisions and protect evidence-based options that help adults quit smoking,” the spokesperson added.