Mr. John Mallon:

I thank the Chairman and the members of the joint committee for inviting me to attend this hearing. I represent the smokers’ group Forest Éireann. "Forest" stands for Freedom Organisation for the Right to Enjoy Smoking Tobacco. Forest Éireann was set up in 2010. We are supported by Forest UK, which was founded in 1979 to represent adults who choose to smoke tobacco and non-smoking adults who are tolerant of adults who smoke. Forest UK is supported by British American Tobacco, Imperial Tobacco Limited and Gallaher Limited, which is part of the Japan Tobacco International group of companies. Neither Forest UK nor Forest Éireann represents or speaks for the tobacco industry. We do not promote smoking or any tobacco product or brand. We have a completely independent set of goals, centred on the right to smoke a legal product without undue harassment or discrimination. As a smoker, I am here to offer the perspective of the consumer who chooses to smoke tobacco in full knowledge of the health risks associated with smoking, which are very well documented. I am also here to offer an insight into why people, including children, start smoking.

With regard to today’s hearing, we believe the case for standardised packaging of tobacco is based on the fallacy that children are attracted to smoking because of exposure to colourful or glitzy packaging and that without branding far fewer children or young people would be tempted to start smoking. This argument is based on speculation and conjecture, rather than on hard fact. There is no credible evidence that standardised packaging will have any effect on youth smoking rates. I started smoking because a friend offered me a cigarette and it became a daily social habit we engaged in and shared secretly together until we turned 18. Some 44 years later, we are still friends. Speaking personally, plain packaging will make no difference to me. I will simply ask for my regular brand of tobacco. I should add that when I am abroad in an EU country, if I choose to do so I can legally bring home a year's supply of local EU-duty paid tobacco. If Ireland adopts a unilateral approach to plain packaging, I expect that branded packs purchased abroad will be popular with many consumers as a symbol of passive rebellion.

The display of tobacco has been banned in Ireland since 2008. Smokers have to ask for their preferred brand before it is handed to them. Normally, they put it directly into their pocket or handbag. When a cigarette packet sees the light of day, it is normally in the company of other smokers outside the door. I suggest, therefore, that cigarette packets are already largely invisible to children. We believe the introduction of plain packaging is gesture politics. It will not stop children smoking. There are other more important issues the Department of Health should prioritise in 2014. In a recent poll by Red C for Forest Éireann, just 9% of those surveyed said they believe standardised packaging is the policy most likely to reduce youth smoking rates in Ireland. In contrast, more than half of those surveyed thought health education in schools would be the most effective way of reducing smoking rates. Plain packaging ranked fourth of four suggested priority issues for the Minister for Health in 2014, with just 4% of respondents thinking it should be prioritised. In contrast, 45% of those polled wanted the Minister to prioritise the health budget overspend. It is interesting that 32% were worried about childhood obesity. Some 18% were worried about under age drinking, which is quite topical at the moment.

The current Minister for Health has made plain packaging of tobacco a personal crusade even though a very small minority of people think it is the best way to stop children smoking. Even fewer want it to be his main priority. We are concerned that plain or standardised packaging represents another step towards a nanny state in which adult consumers are increasingly infantilised by politicians who do not trust us to make decisions for ourselves. As consumers, we are also concerned about the slippery slope - the idea that once standardised packaging is introduced for tobacco, the policy will be adopted for alcohol, convenience foods and other potentially unhealthy products. We believe the treatment of smokers over the last ten years is setting a dangerous precedent in a democracy because the same tactics can now be applied to the consumers of other products we freely choose to spend our money on. How long will it be before public health campaigners call for alcohol, fatty food, sugar or even confectionary to be sold in plain packaging?

We do not want children to smoke. Smoking should be a choice for informed adults only. We support all reasonable measures that prevent or discourage children from purchasing or consuming tobacco. The proposal to introduce standardised packaging is neither reasonable nor justified. There is no credible evidence to suggest it will work. If the Government really wants to protect children from smoking, it should seek tougher enforcement of existing laws and focus on further education, primarily in schools but also in the home. Most important, perhaps, the State of the Nation's Children report, which was published by the Department of Children and Youth Affairs in 2012, highlights the fact that children in more disadvantaged areas are most likely to smoke. In our view, it would be better for the nation's health if the Government were to address this issue rather than focusing on distractions like plain packaging.

I thank the Chairman and the members of the committee for inviting Forest Éireann to attend today's hearing today. We are pleased the committee has recognised that the consumer is a legal stakeholder in this debate. We look forward to continued discussions in the future.