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Cigarette advertising in Indonesia

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Marlboro Lights advertisement near Legian Beach Hotel, Bali. Notice that the warning text meaning "smoking can cause cancer, heart attacks, impotence, and disorder of pregnancy and fetus" is placed bottom in the advertisement, although the advertisement itself does not depict cigarettes.

Cigarette advertising in Indonesia is presently allowed,[1] and as of 2021, Indonesia is the only country in the world to allow cigarette advertising.[2] However, it is prohibited to show cigarettes and advertising must include smoking warning messages. In Indonesia itself, such advertisements are known under the name iklan rokok in Indonesian. In 2003, cigarette advertising and promotions in Indonesia was valued at $250 million.[3] In addition to television and outdoor advertisements, sporting events sponsored by cigarette brands or companies also occur.[4]

According to the mayor of Bogor, Bima Arya Sugiarto in 2021, smoking attempts among children and teens under 18 years are mostly caused by seeing cigarette advertisements and promotions.[5] Cigarette advertisements are also considered to be the most manipulative, according to the Indonesian Consumer Organization (YLKI) in 2017.[6]

Regulation

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Warning seen in current advertisements, used since late 2018
Warning seen in current advertisements, used shortly after Gov. Regulation No. 28/2024 had passed
Warning used from late 2013 to 2018

Per Article 46 of the Indonesian Broadcasting Law, cigarette advertisements are prohibited from showing cigarette packaging or smoking scenes,[7] with the exception of the Peringatan: Merokok Membunuhmu (Warning: Smoking kills you) warning used by advertisements during 2013 to 2018, which features the image of a man smoking in front of skulls.[8] It has been replaced ever since with image of a laryngeal cancer survivor underwent laryngectomy, due to presumed contradictive effect for promoting smoking. Until 2024, it says: Peringatan: Karena Merokok, Saya Terkena Kanker Tenggorokan, followed by a toll-free quitline number operated by the Ministry of Health. Mentioning the product as cigarettes is also prohibited, with the exception of warning messages that already mentioned the Indonesian word for smoking, merokok. This rule was technically violated by a Sukun Merah Wangi advertisement dated from early 2010s, of which was possibly only aired on certain local TV stations.[9] The word kretek is not covered by this rule, and thus commonly used by the cigarette advertisements to refer their product type.

Cigarette advertisements are also prohibited from showing children, pregnant women, cartoon characters, cigarette recommendations or misleading words. The sizes of billboards are not allowed to be more than 72 m2 (780 sq ft).[10] Advertisements of promotion strategies of cigarette companies are classified as "cigarette advertisements".[11] In addition, cigarette advertisements must include a warning message[10] shown on the cigarette package, per Indonesian Government Regulation number 109 of 2012. Such warning messages are shown at bottom or top position (also in the case of outdoor advertisements even before 2013), or after the advertisement until the end of 2013.

Street view in Singaraja, Bali, with a Djarum Super Compact Size advertisement in the far right, captured in 2005, reading: New! Djarum Super CS, kemasan gaul (the kemasan gaul means "(with) friendly packaging"), the advertisement itself was a mix of Indonesian and English.
Djarum Super MLD and Djarum Super outdoor advertisements in a bridge in Arjowinangun, Pacitan Regency

Such cigarette advertisements are only allowed to air on television channels from 21:30 until 05:00 local time.[12] However, national, Jakarta-based television networks almost always stop airing cigarette advertisements after 03:00 a.m., probably due to its closer time to 05:00 a.m. in eastern Indonesia. Also, local TV stations in Indonesia, such as JTV, Bali TV, and PJTV, rarely air cigarette advertisements.

The latest health regulation (Gov. Regulation No. 28/2024) was passed by President Joko Widodo on 26 July 2024. The regulation prohibits selling or promoting all tobacco products and electronic cigarettes for people under 21 and pregnant women. Additionally, the regulation also outlawed cigarette advertisements on social media networks, and restricts cigarette advertisements on television networks and jumbotrons from 22:00 until 05:00 local time.[13] The tobacco warning must be in the full screen if the advertisement is a motion picture displayed on television and videotrons, or 15% for printed media.[14]

Contents

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September 2011 advertisement for the Djarum Black Menthol Power Beat event in Bandung
A small shop in Jakarta surrounded by Djarum Super MLD, A Mild, and Sampoerna Hijau advertisements

Early Indonesian cigarette advertisements used to display the cigarette packaging and cigarettes before being prohibited.[15] Currently, advertisements mostly feature motivational messages, social criticisms, and sometimes adventure (as in Djarum Super) as well as animation.

Examples

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Gudang Garam Merah advertisement at Sumbul, Dairi Regency, reading: "turn on longer the independence spirit, stronger in unity"

A Mild advertisements, known by one of their slogans Go Ahead since 2009, feature social criticisms and motivational quotes. Similarly, Djarum 76 advertisements also mostly feature social criticisms, but also include a character named Om Jin (played by Totos Rasiti).[16] Djarum Super and Gudang Garam International advertisements, however, mainly feature action and adventure scenes instead. Sampoerna Hijau (lit. "Green Sampoerna") advertisements feature friendship between the members of the Geng Hijau ("Green Gang").

Some cigarette advertisements had been controversial. A 2015 advertisement of A Mild featured the text Mula-mula malu-malu lama-lama mau "shy at first, later wants (it)" and a still image of an almost-kissing couple, which caused inhabitants of the surrounding area to consider the advertisement as immoral.[17]

Local ban of outdoor advertisements

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According to the Ministry of Internal Affairs, the Indonesian Health Act (UU No. 36/2009) advices local governments (mostly municipal-level governments) to establish a Local Regulation regarding "no-cigarette" areas.[18] The definition of "no-cigarette" areas is extended not only to places where people are prohibited from smoking, but also to places where it is prohibited to sell or promote cigarette products.[19]

Currently, there have been a number of attempts to prohibit outdoor cigarette advertisements, including billboards, posters, and banners, by local (mostly second-level) governments.[20] In September 2021, the provincial government of Jakarta banned such advertisements.[21] The regulation is effective since 13 October 2017.[22] Because of this ban, the organizations Kretek Preservation National Committee (KNPK), Kretek Community (Komtek), Tobacco League, including law practitioners and a group of retailers threatened to contest Anies Baswedan, the governor of Jakarta, in the local court.[23]

Bogor city government also outlawed such advertising, effective since 27 May 2015. [24]

See also

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References

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  1. ^ "Indonesia". Tobacco Control Laws. Retrieved December 25, 2020.
  2. ^ Vania Rossa; Dini Afrianti Efendi (November 10, 2021). "Jelang HKN 2021, Indonesia Jadi Satu-Satunya Negara di Dunia yang Izinkan Iklan Rokok". Suara.com (in Indonesian). Retrieved November 12, 2021.
  3. ^ Tony Sitathan (July 11, 2003). "Indonesia: Smoke, Smoke, Smoke that Cigarette". Asian Times. Archived from the original on August 2, 2003. Retrieved September 3, 2010.{{cite news}}: CS1 maint: unfit URL (link)
  4. ^ Gloria Setyvani Putri (September 9, 2019). "Menurut WHO, Djarum Memang Tidak Boleh Sponsori Event Olahraga". Kompas.com (in Indonesian). Retrieved December 25, 2020.
  5. ^ Vento Saudale (6 December 2021). "Wali Kota Bogor: Anak Terpengaruh Iklan Rokok". BeritaSatu (in Indonesian). Retrieved 7 December 2021.
  6. ^ "YLKI: Iklan Rokok Paling Menyesatkan". republika.co.id. Retrieved 2024-04-07.
  7. ^ "Edaran dan Sanksi: Edaran untuk Lembaga Penyiaran perihal Iklan Rokok". Komisi Penyiaran Indonesia (in Indonesian). March 4, 2014. Retrieved December 24, 2020.
  8. ^ "Gambar Peringatan Bahaya Merokok Malah dinilai Mempromosikan Rokok". detikHealth (in Indonesian). March 28, 2014. Retrieved December 24, 2020.
  9. ^ "Iklan Sukun Merah Wangi - alm, Didi Kempot (2010 ?)". youtube.com. Retrieved 2023-05-14.
  10. ^ a b Lusia Kus Anna, ed. (May 31, 2013). "Begini Aturan Iklan Rokok". Kompas.com (in Indonesian). Retrieved December 24, 2020.
  11. ^ "Teguran Tertulis untuk Program Siaran Iklan MLD Spot Trans TV". Komisi Penyiaran Indonesia (in Indonesian). Retrieved January 30, 2021.
  12. ^ "Jam Tayang Iklan Rokok di Malam Hari Tak Efektif Cegah Perokok Anak". detikHealth (in Indonesian). November 12, 2013. Retrieved December 24, 2020.
  13. ^ Media, Kompas Cyber (2024-07-30). "Jokowi Teken Aturan Turunan UU Kesehatan, Atur Penjualan dan Iklan Rokok". KOMPAS.com (in Indonesian). Retrieved 2024-08-01.
  14. ^ Nurdifa, Afiffah Rahmah (2024-07-30). "Simak! Aturan Terbaru Batasan Iklan Rokok dan Penjualan Eceran". Bisnis.com (in Indonesian). Retrieved 2024-08-01.
  15. ^ Catherine Reynolds (1999). "Tobacco Advertising in Indonesia: "The Defining Characteristics for Success"". Tobacco Control. 8 (1): 85–88. doi:10.1136/tc.8.1.85. PMC 1763925. PMID 10465824.
  16. ^ "Memgenal Sosok Totos Rasiti, Pemeran Om Jin 'Wani Piro'". JPNN.com (in Indonesian). September 7, 2019. Retrieved November 12, 2021.
  17. ^ Ahmad Fauzan (January 6, 2015). "Dianggap Mesum, Warga Minta Iklan Rokok Mild Dicabut". Kabar Kampus (in Indonesian). Retrieved November 27, 2021.
  18. ^ RUKMORINI, REGINA (2023-03-17). "Kemendagri: Kawasan Tanpa Rokok Wajib Diatur Melalui Perda". kompas.id (in Indonesian). Retrieved 2023-10-10.
  19. ^ SINOMBOR, DEONISIA ARLINTA, SONYA HELLEN (2023-07-03). "Implementasi Kebijakan Kawasan Tanpa Rokok Belum Optimal". kompas.id (in Indonesian). Retrieved 2023-10-10.{{cite web}}: CS1 maint: multiple names: authors list (link)
  20. ^ Gana Buana (July 20, 2019). "Iklan Rokok Dilarang, Potensi PAD Terancam Hilang". Media Indonesia (in Indonesian). Retrieved December 25, 2020.
  21. ^ "Tutup Iklan Rokok, Satpol PP DKI Klaim Tegakkan Pergub Perda". CNN Indonesia (in Indonesian). 14 September 2021. Retrieved 1 September 2021.
  22. ^ "PERGUB Prov. DKI Jakarta No. 148 Tahun 2017 tentang PETUNJUK PELAKSANAAN PENYELENGGARAAN REKLAME [JDIH BPK RI]". peraturan.bpk.go.id. Retrieved 2022-10-17.
  23. ^ Agung Sandy Lesmana; Fakhri Fuadi Muflih (1 October 2021). "Gara-gara Seruan Larang Pajang Iklan Rokok, Anies Terancam Digugat ke Pengadilan". Suara.com (in Indonesian). Retrieved 4 October 2021.
  24. ^ "PERDA Kota Bogor No. 1 Tahun 2015 tentang Penyelenggaraan Reklame [JDIH BPK RI]". peraturan.bpk.go.id. Retrieved 2022-10-17.
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