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Updated: Aug 22, 2025

Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System
Published on: May 24, 2017
Online e-cigarette promotion in Indonesia
Mouhamad Bigwanto1,2,3, Farandi Agesti Ramadhan4, Xenia Angelica Wijayanto5
1Doctoral School of Psychology. Faculty of Education and Psychology, Eotvos Lorand University, Budapest, Hungary mouhamad_bigwanto@uhamka.ac.id.
Tobacco companies are heavily promoting e-cigarettes on Indonesian Instagram, exploiting a lack of regulation. The study calls for an Indonesian government ban on these online promotions to protect public health.
Area of Science:
- Public Health
- Social Media Marketing
- Tobacco Control
Background:
- Global decline in cigarette smoking drives tobacco companies to promote new nicotine products.
- Indonesia is a key market for these emerging tobacco products.
- E-cigarette promotion on social media platforms requires urgent investigation.
Purpose of the Study:
- To evaluate the frequency and content of electronic cigarette (e-cigarette) promotions on Instagram in Indonesia.
- To analyze the characteristics of e-cigarette marketing strategies employed by influencers.
- To inform regulatory actions regarding online nicotine product advertising.
Main Methods:
- Monitoring of 45 Instagram influencer accounts in October 2021.
- Analysis of Instagram Stories and Feed posts for promotional content.
- Content analysis of 310 posts focusing on promotional characteristics, product display, and user engagement.
Main Results:
- High promotional activity observed across 45 accounts with millions of followers.
- E-cigarette posts frequently featured women (64%) and product highlights (50%).
- Enjoyment of e-cigarette flavors was a common promotional theme (32%).
Conclusions:
- The tobacco industry is exploiting regulatory gaps for e-cigarette promotion in Indonesia.
- A ban on e-cigarette promotions, including online platforms, is recommended for the Indonesian government.
- Urgent regulatory intervention is needed to curb the marketing of these products.
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