Outsmarting regulation: how tobacco websites and social media targeting young people

Abstract

This paper aims to describe the content of tobacco company websites and social media then evaluates whether they have complied with the regulation or not. As addictive product cigarette has become one of the most regulated product in the world, including in Indonesia. While almost all countries in the world have a total ban on tobacco advertising, promotion, and sponsorship (TAPS) in all media; Indonesia only limits TAPS, not totally bans it. The methods in this research are observing five websites from the five biggest tobacco companies in Indonesia and their social media, between May-June 2019, focusing on outlook; content; updating frequency; and link to other media. The result shows that the tobacco industry’s websites and social media are a form of indirect tobacco advertising. The five sites practicing brand stretching strategy. The sites and social media are targeting young people by focusing their content on activity, product, lifestyle, and profile of upper and middle-class young people with their typical language. By doing so, the companies normalize their brand into young people’s life. The conclusion of the research shows tobacco industry promotion strategy through new media seems to outsmart the TAPS regulation, whereas, in practice, this promotion is conducting several violations on existing regulation in Indonesia.