BACKGROUND AND IMPLEMENTATION CHALLENGES: Tobacco companies increasingly use digital media to target youth especially when tobacco marketing regulations are weak. Despite restrictions on direct advertising, tobacco companies continue to employ various strategies to promote their products online, including leveraging social media influencers and subtle placements across digital platforms. In this context, social media plays a vital role in efforts to strengthen the regulation of online tobacco advertising, promotion, and sponsorship (TAPS).
INTERVENTION OR RESPONSE: Between December 2021 and December 2024, Vital Strategies and partners had mobilized online citizens to advocate for a comprehensive regulation on TAPS online. Digital activations supported by thousands of social media users had used the following methods: creation of collaborative content with multiple accounts; use of unifying hashtags, such as #OnlineTanpaRokok ("Online Without Cigarettes") and #FreeNetFromTobacco to enhance visibility and engagement; use of data from the Tobacco Enforcement and Reporting Movement (TERM) and the YouTube Priority Flagger program which served as a foundational resource; and the development of a microsite to facilitate citizen reporting of TAPS violations on social media.
RESULTS AND IMPACT: The digital campaigns complemented other efforts done in the media, public hearings, and one-on-ones. #SuaraTanpaRokok and #FreeNetFromTobacco accounts led the way which published over 51 posts, including Instagram Reels and Stories, and collectively garnered over 12,000 engagements. Additionally, 11 accounts actively participated in advocacy efforts that led to the passing of Government Regulation No. 28/2024, which the President signed in July 2024. This regulation explicitly prohibits TAPS on social media. Two “video reactions” to a Netflix series “Cigarette Girl”, which violated YouTube’s Community Guidelines, were viewed organically by more than 73,000 people.
CONCLUSIONS: While the policy change was achieved, a digital campaign to support the enforcement effort remains crucial. The tool for TAPS reporting will be put to a test with the support of the Ministry of Health in 2025.