I agree. I have had a little of this on a chimney breast where the bricks are salt-poisoned and the water in the new plaster has leached the salts from the wall. Once they migrate to the surface, they are hygroscopic and continue to draw moisture from the air to grow crystals. In my experience you can significantly mitigate (but not completely eliminate) by using a barrier paint to prevent room moisture getting to the salts. I have successfully used ronseal dampseal and then emulsioned over. It has been 98% successful.
Sand it lightly, seal and see what happens. Unfortunately if this doesn't work you will probably have to strip back to brick and start again with salt-resistant materials.
Of course, do also check to make sure there are no pipe leaks etc. in the vicinity