Ms Averil Power:

I thank Deputy Colm Burke for the question. It is not fully transparent exactly how much tobacco companies spend on billboards but we do know from going out and about the proliferation of advertisements for e-cigarettes on buses, billboards and in shops. Prominent product placement is evident in shops. Mr. Macey referred to marketing e-cigarette products so that they look like sweets. There is a proliferation of marketing going on to make such products attractive to children in particular.

The question on whether the industry will try to find another approach if we ban one type of advertising is a good one. Yes, they will. That is why we have to keep up with them. We have seen from other countries that such an approach works. Finland, for example, has managed to reduce the adult smoking rate while also maintaining vaping rates really low.

The reason is that Finland is very progressive in its legislation and has been a leader in this area. We have to be vigilant and protect our children. Industry will find a way. There have been news reports on the tactics it still uses in the developing world. The smoking prevalence in Lesotho is 50%, which is horrifying, because single cigarettes are still sold outside schools. Industry will also find loopholes that governments allow. It is important that we keep up with those loopholes and close them.