CONTENT ANALYSIS OF CIGARETTE PACKS IN INDONESIA: REGULATORY NON- COMPLIANCE AND PRODUCT PROMOTION ADVANTAGE
PDF

Supplementary Files

List sample bungkus rokok
Rekapan data analisis bungkus rokok

Keywords

cigarettes pack
promotion
tobacco control
Indonesia

How to Cite

Bigwanto, M., & Soerojo, W. (2020). CONTENT ANALYSIS OF CIGARETTE PACKS IN INDONESIA: REGULATORY NON- COMPLIANCE AND PRODUCT PROMOTION ADVANTAGE. Public Health of Indonesia, 6(1), 18–27. https://doi.org/10.36685/phi.v6i1.330

Abstract

Background: A cigarette pack is the most intimate property and frequently seen by smokers every time they want to start smoking. It gives tobacco industry the opportunity to scrutinize every single space including the inside part of the pack to promote tobacco product and it is often called a mini billboard.

Objective: To analyze possible violations if any against the existing regulations on packaging and labelling and to uncover packaging design and types of promotional elements on cigarette packs. 

Methods: A purposive sample based on the assessment and discussion with the representatives of National Agency of Drug and Food Control that generated a total of 42 cigarette packs representing 18 sample from Jakarta, 5 most popular brands, 18 special edition packs, and 1 illegal cigarettes. The observation units, variables and observable signs that covered the materials, size, content of the entire pack including the cigarettes stick were set by Southeast Asia Tobacco Control Alliance and analyzed against the existing regulation.

Results: There were two brands produced in 2019 that did not comply with the latest sets of Pictorial Health Warning. About 40.5% of sample (n=17) did not include information on production dates on the pack as mandated by Government Regulation Number 109/2012. The back panels of the top of pictorial health warning in all machine-made cigarettes were partially bunged up by excise tax stamps with exception of hand-rolled clove cigarettes. The tobacco industry took the advantage of the cigarette packs' violations for product promotion, among others providing information on filter technology, promoting the upcoming tobacco-sponsored events, relating the product with imported goods by mentioning the country of brand origin, and using the flip lid of the pack to promote the brand name reputation. A total of 83.3% (n=35) samples gives additional products description such as bold, mild, lights, super, and special.

Conclusion: The tobacco industry uses the ample spaces on both outer and inner panels of cigarette packs to promote their products, no single corners are left empty. The study confirmed violations of the regulation for product promotion.

https://doi.org/10.36685/phi.v6i1.330
PDF

References

Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications: Nelson Education.

Astuti, P. A. S., & Freeman, B. (2017). "It is merely a paper tiger.” Battle for increased tobacco advertising regulation in Indonesia: content analysis of news articles. BMJ open, 7(9), e016975.

Doku, D. (2010). The tobacco industry tactics-a challenge for tobacco control in low and middle income countries. African Health Sciences, 10(2), 201.

Hammond, D., & Reid, J. L. (2012). Health warnings on tobacco products: International practices. salud pública de méxico, 54(3), 270-280.

Hirschhorn, N., & Initiative, W. T. F. (2005). The tobacco industry documents: what they are, what they tell us, and how to search them: a practical manual. World Health Organization.

Kessler, G. (2008). United States District Court for the District of Columbia. United States of American v. Philip Morris, USA, et al. Order.

Manning, K. C., Kelly, K. J., & Comello, M. L. (2009). Flavoured cigarettes, sensation seeking and adolescents' perceptions of cigarette brands. Tobacco Control, 18(6), 459-465.

Ministry of Health. (2013). National report of basic health research. Ministry of Health, National Institute of Health Research and Development. NIHRD

Ministry of Health. (2018). National report on basic health research. Ministry of Health, National Institute of Health Research and Development. NIHRD

SEATCA. (2014). Big tobacco ignores Indonesia health warning law. (SEATCA, Producer) Retrieved from https://seatca.org/big-tobacco-ignores-indonesia-health-warning-law/

Slade, J. (1997). Cover essay: the pack as advertisement. Tobacco Control, 169-170.

Wakefield, M., Morley, C., Horan, J. K., & Cummings, K. M. (2002). The cigarette pack as image: new evidence from tobacco industry documents. Tobacco Control, 11(suppl 1), i73-i80.

World Health Organization. (2016). Plain packaging of tobacco products: evidence, design and implementation: WHO Tobacco Free Initiative.

Authors who publish with Public Health of Indonesia agree to the following terms:

  1. Authors retain copyright licensed under a Creative Commons Attribution-NonCommercial CC BY-NC 4.0, which allows others to remix, tweak, and build upon the authors' work non-commercially, and although the others' new works must also acknowledge the authors and be non-commercial, they don't have to license their derivative works on the same terms.
  2. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access). Authors can archive pre-print and post-print or publisher's version/PDF.

Downloads

Download data is not yet available.