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Smoke and mirrors: How Big Tobacco hides cigarette ads in plain sight – pt. 2
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Influence: According to Sandi Kartasasmita, cigarette advertising on the internet and other social media platforms does not explicitly ask viewers to smoke, “however, the contents of the advertising cleverly diminish any health concerns from smoking. The tactic has [...] successfully attracted young people to smoking.” (Unsplash/Immo Wegmann) (Unsplash/Immo Wegmann)
U
sing social media and influencers, cigarette companies have found ways to hawk their products without obvious advertising. In this second part of a two-part story, we discuss how they target Indonesia’s younger generations.
Cigarette advertisements are not the only factors that drive young people to smoke. Studies have found that familial attitudes, friends and social conditions play large roles in smoking uptake and that the widespread accessibility and affordability of cigarettes have contributed to increased smoking among Indonesian youth.
Nevertheless, cigarette ads are often the starting point for young smokers.
“Cigarette advertising mostly features the concept of masculinity, friendship and happiness. This is one of the cigarette companies’ smart tactics to present inspiring messages and values. The other important thing is that these advertisements normalize smoking, indistinctly conveying that smoking is cool, pleasurable and normal,” explained Sandi Kartasasmita during a Podcast Relatif Perspektif episode entitled “Teror Iklan Rokok di Internet” (Cigarette advertising terror on the internet) .
Sandi said cigarette advertising on the internet and other social media platforms did not explicitly ask viewers to smoke. “However, the contents of the advertising cleverly diminish any health concerns from smoking. The tactic has [...] successfully attracted young people to smoking.”
Margianta Surahman Juhanda Dinata, or Gian, said the tobacco industry launched a wide variety of campaigns, promotions and advertisements to target young people.
“The industry has been using all avenues to absorb young talent – including celebrities and social media influencers – to market their products,” said Gian, who is active in tobacco control advocacy.
