BACKGROUND: Tobacco control in Indonesia faces significant challenges due to the high exposure of adolescents to tobacco advertising, promotion, and sponsorship (TAPS), both through online and offline media. The tobacco industry actively targets young individuals with marketing strategies that utilise social media, sports events, and strategic locations such as educational institutions and markets.
METHODS: A study conducted in four Indonesian cities from March to December 2024 involved 1600 students aged 10-18 years. The survey found that in cities with partial outdoor tobacco advertising restrictions (TAPs), tobacco advertising is permitted under certain conditions, while in cities with full bans, no exceptions are made. The study involved 20 public high schools and middle schools, with seven schools not participating due to national examinations. The survey also inquired about students' exposure to tobacco product advertisements on various media platforms, including streets, near school entrances, public transportation, shopping centres, minimarkets, parks, and places of worship. Adolescents were categorised into three age groups and their smoking status was determined by the number of cigarettes they consumed in the past 30 days.
RESULTS: The study reveals that 79.9% of respondents in Indonesian cities never engage in e-cigarette use, whilst 14.5% do so in cities without regulatory measures. Increased exposure to cigarette advertisements on social media platforms is associated with increased electronic smoking behaviour. While more stringent regulations in some cities mitigate the impact, digital media exposure in cities lacking regulations is more significant. The study underscores the necessity for comprehensive tobacco advertising regulations to safeguard society, particularly adolescents.
CONCLUSIONS: Regulations on cigarette advertising may serve to protect against electronic smoking behaviour in urban areas; however, exposure to advertisements on social media platforms continues to significantly influence this behaviour. More stringent regulatory approaches are required to mitigate the impact of advertisements on electronic smoking behaviour.