Nicotine pouch brands ran free-product stands at three major Irish festivals this summer because Ireland's ban on selling cigarettes and vapes at temporary premises does not cover pouches.

Velo, owned by British American Tobacco, had a presence at Electric Picnic, Forbidden Fruit and All Together Now. JTI-owned Nordic Spirit was at Beyond the Pale. At Electric Picnic, adults scanned a QR code, filled out a nicotine-habits questionnaire and received a free tin that usually sells for €7–€10; games awarded Velo merchandise including caps and sunglasses.

The Irish Cancer Society estimates up to 686,000 festival and concertgoers were exposed to the marketing.

The legal gap

Ireland's legislative ban on selling cigarettes and vapes at "temporary or moveable premises" such as pop-up shops and market stalls does not extend to nicotine pouches.

A Department of Health spokesperson told The Journal the system "has only recently become operational" and "does not currently include other nicotine products." The spokesperson confirmed that new nicotine products such as pouches do not fall under EU or domestic tobacco control law and are not subject to the advertising and sponsorship restrictions for e-cigarettes under the EU Tobacco Products Directive.

Whether to include pouches will be considered in the review of Ireland's Tobacco Free Ireland policy. The health minister has called for the EU directive to be revised to cover all novel nicotine products.

The incoming law

Ireland is progressing legislation that introduces a minimum age of sale of 18 for nicotine pouches, a ban on advertising in all retail environments, and a display ban in mixed retail.

The bill has passed all stages in the Dáil and can be enacted after the EU notification process concludes on 7 October.

Market growth

PJ Carroll & Co Ltd, the Irish arm of British American Tobacco, reported pouch sales in Ireland grew from six million to almost 29 million units in 2024. Velo revenue was up 442% on 2023.

In Ireland, 3% of those aged 15–24 use pouches, per statements in the Dáil in April by Minister of State Jennifer Murnane O'Connor. The 2025 Healthy Ireland Survey found 1% use pouches daily and 6% have tried them.

The global nicotine pouch industry was valued at nearly $7 billion (€6.1 billion) last year.

Industry and health responses

Suzanne Dowd, senior advocacy officer at the Irish Cancer Society, called the festival marketing "a cynical ploy to hook another generation onto nicotine."

Dr Vikram Niranjan of the University of Limerick said pouch advertising directly mirrors cigarette and e-cigarette marketing.

BAT Ireland said: "We do not sell our products to those under the age of 18. We support the introduction of an under-18 sales ban on nicotine pouches in Ireland."

JTI said: "Nordic Spirit is an adult-only product, marketed only to existing adult nicotine consumers... We fully support the introduction of a minimum legal age of sale of 18 for nicotine pouches."

What's next

The pouch bill can be enacted from 7 October. The Department of Health has not said whether it will seek to extend the temporary-premises sales ban to pouches before the broader Tobacco Free Ireland policy review.

SOURCES:
The Journal: Health campaigners raise concerns over heavy marketing of nicotine pouches at festivals

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