E-cigarettes are on the rise in Indonesia, which is projected to soon be Southeast Asia’s largest market. Indonesia has effectively no regulations on e-cigarettes and one of the world’s largest populations of social media users. In this context, e-cigarettes companies are using social media platforms to hook their ideal consumer—young people—where they spend much of their time.
Our new study offers a first-of-its-kind look at the social media marketing tactics of the e-cigarette industry in Indonesia. It uncovers how brands use social media, and particularly Instagram, to directly market products to young people with content meant to appeal to them and draw them to online stores. E-cigarette marketing exposure is associated with an increased likelihood of use among youth.
The report summarizes data from the Tobacco Enforcement and Reporting Movement (TERM,) and explores how and through which social media platforms e-cigarettes are marketed.
See the TERM website for more
Recent Abstracts
Policy Brief: Reducing Childhood Lead Poisoning in Indonesia
A content analysis of e-cigarette marketing on social media: Findings from the Tobacco…
Evaluation of two short standardized regimens for the treatment of rifampicin-resistant tuberculosis (STREAM…
Vital Strategies – RESET Alcohol Program
“Love with Less Salt”: evaluation of a sodium reduction mass media campaign in…
Vital Strategies – Cancer Registries Program
Report on Legal Framework Assessment on Civil Registration, Vital Statistics and Identification Management…
Integrated Use of Low-Cost Sensors to Strengthen Air Quality Management
Prioritizing Children: Environmental Health Indicators for China
Racial Disparities in United States Overdose Rates