Velo, a nicotine pouch brand owned by British American Tobacco, is listed as a ‘partner’ of this weekend’s Electric Picnic festival
Nicotine pouches are addicting a new generation to the harmful drug, a clinical professor in public health has said, as calls mount for legislation to be introduced to combat the promotion of these dangerous products.
Prof Bobby Smyth’s warning comes as this weekend’s Electric Picnic becomes the latest music event in Ireland to include a nicotine pouch manufacturer as one of its sponsors.
“These pouches play no role in smoking cessation,” said the Trinity College professor. “Their purpose is simply to addict a new generation to nicotine, some of whom will inevitably transition to traditional smoking.
Prof Bobby Smyth
“Some products contain staggering quantities of nicotine. They can cause symptoms of nicotine poisoning which includes vomiting, stomach pain, sweating and increased blood pressure.
“There are single cans of pouches containing enough nicotine to kill two 13-year-olds. And sadly, but predictably, there is nobody in charge of regulating or monitoring these health damaging products.”
Several major summer festivals have partnered with nicotine pouch companies this year, including Forbidden Fruit and All Together Now, as well as concerts at the Royal Hospital Kilmainham, St. Anne’s Park, Fairview Park and Malahide Castle in Dublin. Together, the events are expected to attract an audience of 560,000, mostly young, people.
Velo, owned by British American Tobacco (BAT), is listed on Electric Picnic’s website as one of its partners, while Nordic Spirit, owned by Japan Tobacco International (JTI), has also sponsored other music events in recent months.
The Irish Cancer Society has called on the Government to regulate emerging nicotine products, such as pouches, that are being cynically marketed to young people.
The charity wants legislation currently being drafted to regulate the marketing of e-cigarettes to also apply to current and future nicotine-containing products, as is the case in Denmark and the Netherlands.
“E-cigarettes and nicotine pouches are cynically designed to be attractive to young people, with multiple flavours and sweet-like packaging,” said Irish Cancer Society CEO Averil Power
“After years of advocacy by the Irish Cancer Society and others, Government finally introduced restrictions on the sale of e-cigarettes in December 2023 and further legislation is in train to tackle their marketing.
“However, right now there are no restrictions whatsoever on the sale or promotion of nicotine pouches. As a result, these incredibly harmful products can legally be sold to children.
“They are typically displayed in high visibility locations, such as at shop tills, and are heavily promoted online. Now, festivals such as Electric Picnic, are not only full of pop-up shops selling nicotine products, they are also sponsored by pouch brands owned by big tobacco.”
She added: “In the absence of legislation, these cynical tactics are going completely unchecked by government and a whole new generation of young people are getting hooked on nicotine.”
Nicotine pouches are small packets placed between the user’s lip and gum, delivering nicotine through the gums and saliva into the bloodstream. These products are sold in a variety of flavour, and health advocates have warned that they are a potential gateway to nicotine addiction.
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