Cigarette advertising in Indonesia

Cigarette advertising in Indonesia, however, are still allowed,[1] and thus, as of 2021, Indonesia is the only country in the world to allow cigarette advertising.[2] It is prohibited to show cigarettes and must include any smoking warning messages. In Indonesia itself, such advertisements 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 where they can be found even in villages, sporting events sponsored by cigarette brands or companies also occur.[4]

A row of A Mild advertisements (lower right) near Samarinda Central Plaza, Samarinda, East Kalimantan. Notice the warning text meaning "smoking can cause cancer, heart attacks, impotence, and disorder of pregnancy and fetus" are placed bottom in the advertisement, although the advertisement itself does not show cigarettes.

According to the mayor of Bogor, Bima Arya Sugiarto, children and teens under 18 years trying to smoke are mostly caused by seeing cigarette advertisements and promotions.[5] Most notable advertising campaigns include A Mild with the Go Ahead tagline, Djarum Super with adventure scenes, Djarum 76 with its own character Om Jin, and Sampoerna Hijau with its Geng Hijau (Green Gang).

Regulation
Warning seen in current advertisements, used since late 2018.
Warning used from late 2013 to 2018.

Per Article 46 of Indonesian Broadcasting Law, cigarette advertisements are prohibited to show cigarette packaging or smoking scenes;[6] with the exception of Peringatan: Merokok Membunuhmu (Warning: Smoking can kills you) warning used by advertisements during 2013 to 2018, that features a man smoking in front of skulls.[7]

Cigarette advertisements are also prohibited from showing children, pregnant women, cartoon characters, recommending cigarettes or misleading words. The sizes of billboards are not to be more than 72 square meters in area.[8] Advertisements of promotion strategies of cigarette companies are classified as "cigarette advertisements".[9] Also, cigarette advertisements must include a warning message[8] shown on the cigarette package, per Indonesian Government Regulation number 109 of 2012. Such warning messages are shown at bottom 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 TV channels from 21:30 until 05:00 local time.[10] However, national TV channels almost always stop airing cigarette advertisements after 03:00 AM.

Examples
September 2011 advertisement for the Djarum Black Menthol Power Beat event in Bandung.

A Mild advertisements, while known by one of their slogans Go Ahead since 2009, features social criticisms and motivation quotes. Djarum 76 advertisements also similarly mostly featuring social criticisms, but also in such ads includes the character named Om Jin (played by Totos Rasiti).[11] Djarum Super and Gudang Garam International advertisements, however, features action and adventures scenes instead. Sampoerna Hijau (lit. "Green Sampoerna") advertisements features friendship between the members of the Geng Hijau ("Green Gang"). There is a number of advertisements that only features computer-generated animation serving as branding advertisements.

Some cigarette advertisements, however, are controversial. This is the case of the 2015 advertisement of A Mild featuring the text Mula-mula malu-malu lama-lama mau "shy at first, later wants (it)" and a still image of an almost-kissing couple, caused the surrounding inhabitants considering the advertisement as immoral.[12]

Local banning of outdoor advertisements

Currently, there are some attempts to prohibit such cigarette outdoor advertisements, including billboards by local (mostly second-level) governments.[13] In September 2021, the provincial government of Jakarta declared banning of outdoor advertisements.[14] Because of this banning, the organizations Kretek Preservation National Committee (KNPK), Kretek Community (Komtek), Tobacco League, including law practitioners and a group of retailers threatens to contest Anies Baswedan, the governor of Jakarta, in the local court.[15]

See also

References
  1. "Indonesia". Tobacco Control Laws. Retrieved December 25, 2020.
  2. "Jelang HKN 2021, Indonesia Jadi Satu-Satunya Negara di Dunia yang Izinkan Iklan Rokok". Suara.id. November 10, 2021. Retrieved November 12, 2021.
  3. "Indonesia: Smoke, smoke, smoke that cigarette". Asian Times. July 11, 2003. Archived from the original on August 2, 2003. Retrieved September 3, 2010.CS1 maint: unfit URL (link)
  4. "Menurut WHO, Djarum Memang Tidak Boleh Sponsori Event Olahraga". sains.kompas.com. September 9, 2019. Retrieved December 25, 2020.
  5. "Wali Kota Bogor: Anak Terpengaruh Iklan Rokok". BeritaSatu. 6 December 2021. Retrieved 7 December 2021.
  6. "Edaran dan Sanksi: Edaran untuk Lembaga Penyiaran perihal Iklan Rokok". Indonesian Broadcasting Commission. March 4, 2014. Retrieved December 24, 2020.
  7. "Gambar Peringatan Bahaya Merokok Malah dinilai Mempromosikan Rokok". health.detik.com. March 28, 2014. Retrieved December 24, 2020.
  8. "Begini Aturan Iklan Rokok". lifestyle.kompas.com. May 31, 2013. Retrieved December 24, 2020.
  9. "Teguran Tertulis untuk Program Siaran Iklan MLD Spot Trans TV". Indonesian Broadcasting Commission. Retrieved January 30, 2021.
  10. "Jam Tayang Iklan Rokok di Malam Hari Tak Efektif Cegah Perokok Anak". health.detik.com. November 12, 2013. Retrieved December 24, 2020.
  11. "Memgenal Sosok Totos Rasiti, Pemeran Om Jin 'Wani Piro'". JPNN.com. September 7, 2019. Retrieved November 12, 2021.
  12. "Dianggap Mesum, Warga Minta Iklan Rokok Mild Dicabut". Kabar Kampus. January 6, 2015. Retrieved November 27, 2021.
  13. "Iklan Rokok Dilarang, Potensi PAD Terancam Hilang". Media Indonesia. July 20, 2019. Retrieved December 25, 2020.
  14. "Tutup Iklan Rokok, Satpol PP DKI Klaim Tegakkan Pergub Perda". CNN Indonesia. 14 September 2021. Retrieved 1 September 2021.
  15. "Gara-gara Seruan Larang Pajang Iklan Rokok, Anies Terancam Digugat ke Pengadilan". Suara.com. 1 October 2021. Retrieved 4 October 2021.
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