Advanced Inhalation Rituals
AIR
Advanced Inhalation Rituals is a leading shisha manufacturer, providing shisha and related products to adult consumers worldwide.
ID: 575001441856-22
Lobbying Activity
Response to Revised recommendation on smoke-free environments
20 Jul 2022
Advanced Inhalation Rituals (AIR), formerly Al Fakher, is a world leading waterpipe tobacco manufacturer based in Dubai, UAE with operations in Germany, Poland and Spain and sales across the bloc.
The shisha sector is wholly unique, the product is cultural, social and occasional and the sector itself is comprised of SMEs owned and run by young entrepreneurs often with a migrant background. Shisha is primarily consumed in shisha lounges and because indoor smoking is banned in almost all EU Member States, these lounges rely solely on the serving of shisha in outdoors spaces or designated smoking areas. The nuances of this sector and the significant cultural heritage of the product and its consumption must be considered when making any recommendations to the 27 Member States.
In the EU, most shisha consumers originate from Turkey, the Middle East and North Africa, or have family ties to those regions, it must be accepted that this ritual is used as a social outlet for many who, for religious or cultural reasons, do not consume alcohol. Banning the use of shisha on outdoor terraces would disproportionately deprive this minority community of venues to meet and socialise in an environment where they are comfortable.
Shisha is extremely niche and unlike all other tobacco products, it has huge cultural significance. The product is prepared in lounges and cafés that are dedicated to serving adults who specifically seek out venues to enjoy shisha. Any restriction on a shisha business’ ability to serve shisha outdoors or in dedicated smoking areas will inevitably result in the demise of thousands of businesses across the EU. Therefore, we urge the Commission, the Parliament and the Member States to consider the uniqueness of shisha as a minor yet culturally significant product to many consumers in Europe, particularly immigrants or Europeans with immigrant parents and grandparents, and exempt shisha lounges and cafés from their recommendations for further restrictions.
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