In Jakarta, cigarettes do not need to chase teenagers. The ads, the shops, the scroll-stopping posts, they are already waiting. Before teens even light their first cigarette, the tobacco industry has lit the spark, selling a lifestyle disguised as freedom.
How the Tobacco Industry Targets Jakarta’s Teens
A recent study by Tulodo Indonesia uncovers how deeply the tobacco industry’s aggressive marketing strategies penetrate youth culture in the capital. Using a mixed-method approach surveying 1,278 junior and senior high school students from 40 schools, and conducting focus group discussions and interviews with adolescents, teachers, parents, vendors, and government representatives, the research sheds light on how cigarette consumption is normalized and encouraged among Jakarta’s teens.
The findings are stark. Over half of the surveyed teens had been exposed to cigarette ads within the last 30 days. Among these, TV ads ranked highest, followed by banners, internet content, and retail promotions. The physical environment near schools reinforces this exposure. The study documented 434 tobacco advertisements and 899 cigarette sellers in the immediate vicinity of the 40 schools observed. The majority of ads were found within 100–250 meters from school gates, many well within visual range.
The Social and Structural Forces Behind Teen Smoking
While the marketing is overt, its influence is nuanced. Qualitative insights reveal that smoking is framed as aspirational, even stylish, an image reinforced through sponsorship of music events and promotions across YouTube, Instagram, and TikTok, platforms where over 97% of teens are active. Peer pressure and prevailing social norms amplify these cues, reinforcing the idea that smoking signifies maturity, confidence, and urban cool.
What makes this trend more dangerous is its accessibility. The widespread sale of single cigarettes, with 90.77% of teen smokers buying them one stick at a time from nearby stalls, and the relatively low price of tobacco products remove key barriers to initiation. For a teen in Jakarta, smoking is not only visible and endorsed, it is affordable.
Perhaps most concerning, the study found that many teens lacked comprehensive knowledge of the health risks of smoking. This gap in awareness, coupled with ineffective enforcement of tobacco advertising bans, particularly around schools, creates an environment where tobacco use is both under-regulated and under-questioned.
Where Change Begins
But there is a path forward. The study recommends a three-pronged approach: first, implementing culturally relevant social marketing strategies that challenge the aspirational image of smoking while aligning with youth values. Second, strengthening school- and community-based prevention programs that involve families as active partners. And third, pushing for stronger enforcement of existing tobacco control policies, especially those related to advertising and retail proximity to schools.
As the tobacco industry adapts its tactics to digital platforms and youth culture, public health efforts must evolve just as quickly. Countering it requires more than regulation; it requires strategy, creativity, and a deep understanding of how young people make choices in a noisy, commercialized world. At Tulodo, that is exactly the kind of work we do.
Tulodo brings proven expertise in designing behavior change solutions that work, especially for youth. By combining behavioral science, cultural insight, and community engagement, we develop evidence-based interventions that empower teens to recognize, question, and resist tobacco advertising. From digital platforms to school-based programs, our work meets young people where they are, helping them make informed choices.
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