BAT Urges Stricter Vape Licensing & Checks in Ireland
BAT Ireland is urging the government to expand its new retail licensing system to include nicotine pouches and increase funding for inspections. With estimates suggesting up to 40% of Ireland’s vape market is illegal, the company argues that strict enforcement and heavy penalties are essential to crack down on rogue operators and prevent underage access.
Key Takeaways:
- Black Market Surge: KPMG estimates 40% of the €550 million vape market is illegal.
- Licensing Expansion: BAT calls for nicotine pouches to be included in the licensing regime.
- Underage Sales: HSE figures show 22% of tested outlets sold vapes to minors in 2025.
- New Fees: Retailers now face an €800 annual fee under regulations effective Feb 2.
One in five retailers in Ireland is operating outside the law, fueling a burgeoning black market that threatens public health and safety. In response, British American Tobacco (BAT) Ireland has issued a strong call for the government to extend its new retail licensing system to cover nicotine pouches and significantly boost funding for inspections.
Cracking Down on Rogue Operators
David Melinn, country manager of BAT Ireland, emphasized that the new licensing system must be rigorously enforced to be effective. He pointed to the rise of non-traditional outlets, such as phone repair shops, selling vapes without the expertise to prevent underage access.
“Retailers must face heavy penalties if they are found selling without a licence, selling to underage, dodging excise tax payments… or retailing non-compliant vapes,” Melinn stated.
The Scale of the Problem
Recent data paints a concerning picture of the Irish vape market:
| Metric | Statistic | Source |
|---|---|---|
| Illegal Market Share | Up to 40% | KPMG Estimate |
| Underage Sales Rate | 22% of tested outlets | HSE (2025) |
| Market Value | €550 million | KPMG Estimate |
New Regulations and Enforcement Plans
New regulations effective from February 2 require all vape retailers to pay an annual fee of €800. The Health Service Executive (HSE) will monitor a register of these outlets and enforce compliance with excise taxes. For 2026, the Environmental Health Service plans to conduct 448 test purchase checks regarding underage sales.
BAT Ireland also welcomed the government’s proposal to ban nicotine pouch sales to under-18s, noting that these products currently remain unregulated. Melinn urged the government to limit licenses to reputable sellers capable of enforcing age gates, a sentiment echoed by Minister of State for Public Health, Jennifer Murnane O’Connor, who aims to address the proliferation of pop-up vape shops.
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