Indonesia Urged to Step Up Crackdown on Tobacco Promotion in Digital Spaces

JAKARTA — Health advocates are calling on the Indonesian government to consistently enforce regulations banning tobacco promotion and advertising across digital platforms, saying the country’s online spaces must become safer for children and young people.

The Free Net From Tobacco (FNFT) coalition welcomed the initial actions taken by Indonesia’s Ministry of Health and the Ministry of Communication and Digital Affairs (Komdigi) in enforcing Government Regulation (PP) No. 28 of 2024, which prohibits tobacco advertising, promotion, and sponsorship on digital platforms.

According to FNFT, the Ministry of Health submitted 144 reports of alleged violations involving cigarette and e-cigarette advertising to Komdigi on April 27, 2026. More than 60 percent of the reported content has since been removed or is no longer accessible to the public.

The coalition described the development as an important first step in implementing the regulation, marking the first time the enforcement mechanism has been carried out in practice—from monitoring violations and submitting recommendations to removing unlawful content.

“We appreciate the initial efforts by the Ministry of Health and Komdigi. However, enforcement cannot stop here,” said Eka Erfiyanti Putri, FNFT Coordinator.

“The removal of more than 60 percent of the reported content shows that Government Regulation No. 28 of 2024 is beginning to work. At the same time, tobacco promotion continues to spread widely across digital platforms and constantly adapts to new formats. Enforcement must therefore remain firm, consistent, and leave no room for compromise.”

Consumer rights advocates echoed the call

Rio Priambodo, Secretary of the Indonesian Consumers Foundation (YLKI), said consistent enforcement is essential to protecting consumers in the digital environment.

“The removal of violating content demonstrates that consumer protection in digital spaces is possible when regulations are enforced seriously,” Rio said.

“People need certainty that the law will be applied consistently and without exceptions. Digital platforms should be safe spaces for users—not channels used to promote addictive products that threaten public health, especially among children and adolescents.”

The concerns come as Indonesia’s young population spends increasing amounts of time online.

According to the Indonesian Internet Service Providers Association (APJII), Generation Z, roughly those aged 12 to 27, represents the country’s largest and most active group of internet users. Many are still children or teenagers who remain particularly vulnerable to online marketing tactics.

The coalition also cited research by Tulodo Research Institute, which surveyed 1,278 junior and senior high school students in Jakarta.

The study found that 51.03 percent of respondents had seen cigarette advertisements or promotional content within the previous 30 days, with most exposure occurring through the internet and social media.

Meanwhile, 74.41 percent of respondents said they owned smartphones with internet access, highlighting how deeply connected Indonesian youth are to digital platforms.

Health campaigner Dr. Tan Shot Yen, who is also an FNFT member, warned that tobacco marketing is becoming increasingly difficult for children to recognize.

“Children do not yet have the same ability as adults to identify and critically evaluate increasingly sophisticated marketing strategies online,” she said.

“When tobacco promotions appear through influencers, online communities, music concerts, or other entertainment they enjoy, young people often don’t recognize them as advertisements.”

“The more frequently children are exposed to tobacco promotion, the more likely they are to perceive smoking as something normal. That is why all forms of tobacco advertising and promotion must be prohibited without compromise.”

FNFT stressed that the success of Government Regulation No. 28 of 2024 should not be measured solely by the number of posts taken down, but by the government’s ability to consistently enforce restrictions against all forms of tobacco advertising, promotion, and sponsorship as digital marketing continues to evolve.

The coalition said it will continue independently monitoring online tobacco promotion and regularly report suspected violations to the Ministry of Health and Komdigi to help ensure Indonesia’s digital ecosystem becomes safer—particularly for children and teenagers.