The Irish Minister for Health has called on the EU to act against tobacco firms which have been ‘undermining’ the menthol ban in Ireland, reported The Irish Times.

Prior to the menthol ban on 20 May, it was estimated that up to 18 per cent of the total cigarette market in Ireland was made up of menthol cigarettes, a value of around USD 280 million. Simon Harris, Ireland’s Minister for Health, has called for an EU intervention against specific tobacco companies who, he believes, are undermining the ban, which was put in place as a measure to prevent young people from taking up smoking. This has further been supported by anti-smoking groups, such as ASH Ireland.
According to the report, the criticism comes after both Philip Morris International (PMI) and Japan Tobacco International (JTI) advertised new products as replacements or substitutes for menthol cigarettes in the April issue of the trade magazine, Retail News. PMI advertised a new product called Marlboro Bright, which it claimed is a “menthol blend without methylation” and JTI, a product called Silk Cut Choice Green.
Other cigarette companies, such as PJ Carroll, a subsidiary of British American Tobacco, who have not released replacement products, also criticised the product releases. According to the report, Minister Harris indicated that it is a matter for the State’s Environmental Health Service to decide if individual products meet the ban requirements.