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Asian Tribune is published by World Institute For Asian Studies|Powered by WIAS Vol. 12 No. 2861

Tobacco industry “Show Your Colours” advertising Campaign in Indonesia

By Manjari Peiris

The advertising campaigns were another aggressive marketing attempt by the tobacco industry to gain market share in Indonesia.

Indonesia is the second-largest cigarette market in Asia after China. According to a survey conducted in 2011, the country had the highest male smoking rate in the world - 67 percent.

Recently without the knowledge of the residents, an elaborating painting job of densely packed houses along Yogyakarta’s Kali Code Road had taken place in reds, blues, yellows and whites.

Even in countries where there are bans of tobacco advertising, promotion and sponsorship (Article 13 of the FCTC), the industry shrewdly adopts different strategies to creep through such bans and attempts deceiving and enticing people to tobacco smoke.

But the policy makers, anti tobacco lobbyists and general public should be more sharp to recognize such strategies and react to them.

Later it was revealed that it is the work of the “Show Your Colours” advertising campaign of the tobacco industry.

The painting had been done to resemble the colors of Rio de Janeiro and tag lines were hung reading, “Create your own story” and “Go ahead”. The entire village gad been transformed into a giant advertisement for a brand owned by the tobacco industry.

This promotion has been identified by potent coalition of mayors, health officials and antismoking groups and given a fight.

According to the Campaign for Tobacco Free Kids, before the Bloomberg Initiative became active in the country, nearly 10 years ago, fewer than 10 cities had laws that restricted smoking in public areas. Since the commencement of the Bloomberg Initiative grant programs in Indonesia jointly administers, more than 170 cities have passed laws heavily restricting smoking in public spaces.

Indonesia is one of the few countries in Asia that has not signed the World Health Organization’s Framework Convention on Tobacco Control which mandates strict limits on tobacco advertising and sponsorship.

With the help of the Bloomberg Initiative, Indonesia passed a law in 2014 requiring the tobacco industry to put warning labels on cigarette packaging.

Source of information: The Framework Convention Alliance for Tobacco Control

- Asian Tribune -

Tobacco industry “Show Your Colours” advertising Campaign in Indonesia
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