Denormalisation of smoking and smokers in Ireland

Itmac fully supports the rights of adults who have made the informed choice to smoke. We believe that smokers and non-smokers can and should co-exist in an inclusive environment that acknowledges and accepts individual choices and the right to take part in a legal activity.

We do not agree with any policy approach aimed at targeting smokers just because they smoke.  Smokers constitute nearly a fifth of the population and represent a large part of the electorate. For this reason, Itmac objects to them being marginalised by society simply because they are smokers.

Itmac views on proposed denormalising legislation

Adult smokers are aware of the associated health risks and make informed decisions to smoke. Any legislation must be evidence based and not advocacy based.

Itmac believes that regulation is not always the answer. Education and information campaigns can also play a part as we have seen in other sectors and in other countries.


  • Itmac believes the rights of adult consumers who make an informed choice to smoke a legal product should be protected
  • Itmac would welcome a more inclusive policy-making process on tobacco to include both smokers and the industry.
  • As responsible businesses manufacturing legal products for existing adult tobacco consumers, we request fair, proportionate and evidence-based policy
  • Smokers are adults and public representatives should represent their rights as well as those of non-smokers
  • Itmac is proud to support Forest who speak on behalf of adult smokers