DUBLIN: Speaking at the World Conference on Tobacco Control in Dublin, Irish Prime Minister Micheál Martin called for “the strongest possible measures against vaping,” warning that the industry was deploying “the same tactics designed by the tobacco industry” to target young consumers. “All the same issues we had to deal with in respect of cigarettes, we have to deal with vaping,” he said.
Ireland, he acknowledged, had been slow to respond to the proliferation of e-cigarettes. “We’re catching up a bit later in Ireland with that,” he said, but noted that new restrictions would come into force in February 2026 under legislation passed by the previous government. These include curbs on product placement, flavourings, and packaging design.
“The international research is there now, and our own public health is at the same point in terms of the evil of vaping and the damage it does to people, young people and adults alike,” Mr Martin said.
WHO praises Irish controls
Dr Tedros Adhanom Ghebreyesus, Director-General of the World Health Organization, echoed the Taoiseach’s concerns, warning that vapes are “part of a broader strategy by the tobacco industry to profit from addiction, disease and death.” He praised Ireland’s leadership in tobacco control, recalling its 2004 indoor smoking ban. “No matter how it’s packaged, tobacco kills,” he said.
The WHO used the conference to launch its ‘Global Tobacco Epidemic 2025’ report, which found that over 6.1 billion people are now protected by at least one of the organisation’s MPOWER tobacco control measures. However, the report warned of growing regulatory gaps in emerging nicotine products.
In the European Union, e-cigarettes are regulated under Article 20 of the Tobacco Products Directive (2014/40/EU), which limits nicotine concentrations, mandates child-resistant packaging, and prohibits advertising and promotional content. But with youth vaping on the rise, the European Commission has signalled a shift toward stricter oversight.
Smoke-free zones
In June 2024, the Commission welcomed the Council’s adoption of a revised Recommendation on smoke-free environments, which for the first time explicitly includes e-cigarettes and heated tobacco products.
The updated guidance urges member states to extend smoke-free rules to outdoor spaces such as playgrounds and restaurant terraces, and to prohibit vaping in all areas where smoking is banned.
Youth vaping has become a growing concern across the EU. According to WHO data, 10.8% of adolescents aged 13-15 in the European region – approximately 4 million individuals-currently use some form of tobacco, including e-cigarettes. In countries such as Bulgaria and Italy, the prevalence exceeds 25%.
Flavoured products are particularly popular, with 89.4% of young vapers choosing fruit, candy or dessert flavours. Studies show that nearly half of young people who try e-cigarettes continue using them regularly, and those who vape are seven times more likely to start smoking within a year.
Despite the regulatory framework, enforcement remains uneven across member states. The Commission has indicated that further legislative proposals may follow, particularly in the areas of flavour bans, online sales, and taxation.
“Governments must act boldly to close remaining gaps,” said Dr Ruediger Krech, WHO Director of Health Promotion, adding, perhaps optimistically, “Together, we can end the tobacco epidemic.”
However, Dr Tedros Adhanom Ghebreyesus said: “We have the tools. We have the evidence. We have global commitment, a powerful treaty, and strong partners around the world.”
By Brian Maguire
