High-level meeting with Vice President Gibran and child protection leaders signals growing momentum for stronger tobacco taxes, ad bans, standardized packaging, and smoke-free environments.
Indonesia is home to one of the highest youth smoking rates in the world—and tobacco companies are targeting children with deadly precision. But on April 24, 2025, a high-level meeting signaled a turning point in the country’s fight to protect its next generation.
Vital Strategies, in collaboration with the Indonesian Child Protection Agency, met with His Excellency Vice President Gibran Rakabuming Raka and Vice Minister for Women Empowerment and Child Protection Veronica Tan to champion a series of bold, evidence-based tobacco control measures aimed squarely at reducing youth smoking and shielding children from the harms of tobacco.
The delegation outlined four proven interventions: increasing tobacco taxes, banning tobacco advertising, mandating standardized packaging, and creating smoke-free public spaces. Each measure was discussed in detail with Vice President Gibran, who affirmed the need for action to address Indonesia’s tobacco crisis—especially its devastating impact on children’s health.
Underscoring the demand for change, the delegation also presented more than 1,000 handwritten letters from children and youth across the country, calling on leaders to take action. These were accompanied by Suara Anak Indonesia, a national declaration outlining 10 advocacy points from children in support of comprehensive tobacco control.
The meeting also included a powerful presentation of five illustrated storybooks developed by the Indonesian Child Protection Agency. Inspired by real stories of children advocating for smoke-free homes and helping their parents quit smoking, these books were shared with over 1,300 families in 2023 and have already motivated many parents to stop smoking.
Together, these contributions reflect a groundswell of public and political momentum—driven not just by policymakers, but by Indonesia’s children themselves.
Four Proven Measures to Protect Indonesia’s Children from Tobacco Harm:
- Banning Tobacco Advertising and Sponsorship
Youth smoking in Indonesia continues to rise, fueled by aggressive tobacco marketing. Vice President Gibran, drawing on his experience as Mayor of Solo City, expressed strong support for a comprehensive national ban on tobacco advertising, promotion, and sponsorship (TAPS). “I believe it is possible,” he said, adding that the creative industry can thrive without tobacco funding. - Raising Tobacco Taxes
Cheap, widely available cigarettes are a major reason young people start smoking. Vice Minister Tan underscored that raising tobacco taxes is a proven way to reduce consumption—especially among youth. Vice President Gibran agreed, noting the heavy toll tobacco takes on low-income families. - Standardizing Tobacco Packaging
Unregulated, youth-targeted packaging contributes to early smoking initiation. The delegation urged support for Government Regulation No. 28/2024, which mandates larger pictorial health warnings. Vice President Gibran acknowledged packaging’s influence and voiced his support for full implementation. - Enforcing Smoke-Free Environments
Over 70% of Indonesian children are exposed to secondhand smoke, often in public spaces and homes. “As Mayor of Solo, I often saw adults smoking near playgrounds,” Gibran said. “We instructed police to act. If we want to protect our children, enforcement must be taken seriously.
During the meeting, Seto Mulyadi, Chairman of the Indonesian Child Protection Agency, emphasized the urgency of listening to Indonesian youth and safeguarding their health. “We must prioritize our children’s health by taking decisive action against tobacco use. Collaboration is essential for building a tobacco-free future,” he said.
“Government leadership and accountability are essential to reducing the burden of both communicable and noncommunicable diseases caused by tobacco use,” said Dr. Tara Singh Bam, Director of Tobacco Control, Asia Pacific, Vital Strategies, Singapore. “We commend the engagement of the vice president of Indonesia in tobacco control discussions and welcome the encouraging steps being taken to advance tobacco control efforts in the country.”
Vice Minister Tan was appointed to lead the coordination and implementation of these tobacco control priorities. A series of collaborative meetings will be initiated: one with the Ministry of Finance to discuss increasing tobacco taxes and another with the Ministry of Communication and Information Technology to pursue a comprehensive ban on tobacco advertising, promotion and sponsorship. In addition, meetings will be set with the Ministry of Health to support the implementation of standardized packaging and with both the Ministry of Health and Ministry of Home Affairs to strengthen and enforce smoke-free area regulations.
The collaborative efforts between Vital Strategies, the Indonesian Child Protection Agency and the Indonesian government signal a significant step toward safeguarding the health of future generations. By implementing tobacco control measures and prioritizing children’s well-being, Indonesia stands poised to set a powerful example in the region, demonstrating that robust tobacco control can lead to a healthier, smoke-free future for all.
To learn more about Vital Strategies’ Tobacco Control work, visit: www.vitalstrategies.org/tobacco-control/