Jakarta, 30 May 2025 – Ahead of World No Tobacco Day on 31 May, the World Health Organization (WHO) commends the Government of Indonesia for enacting Government Regulation No. 28 of 2024, which introduces sweeping measures aimed at curbing tobacco use, particularly among youth – an urgent public health priority.
Key provisions include raising the minimum legal age for purchasing tobacco, electronic cigarettes and other nicotine products to 21 years, banning the sale of single-stick cigarettes, expanding pictorial health warnings to cover 50% of packaging, prohibiting the use of flavours and additives, and banning tobacco advertising on social media. These bold steps mark a critical milestone in protecting Indonesia’s population – especially young people – from the deadly harms of tobacco and nicotine products.
“Indonesia’s new regulation is a major breakthrough in protecting future generations from tobacco-related harm,” said Dr N. Paranietharan, WHO Representative to Indonesia. “These measures show strong political will and a clear recognition that safeguarding the health of today’s youth is essential to realizing the vision of a Golden Generation by 2045.”
The need for decisive, evidence-based action is clear. The 2023 Indonesia Health Survey (SKI) shows that 30.8% of people aged 15 and older currently use tobacco, with usage rates at 57.9% for males and 3.3% for females. Apart from traditional cigarettes, the rise in the use of electronic cigarettes and other nicotine products presents an additional and growing threat. According to the 2021 Global Adult Tobacco Survey (GATS), the prevalence of electronic cigarette use has increased tenfold, from 0.3% in 2011 to 3.0% in 2021.
Of particular concern is the high prevalence of e-cigarette use among younger people. The 2021 GATS data show that 7.5% of individuals aged 15–24 years reported using e-cigarettes, compared to 3.1% among those aged 25–44. Even more alarming, the 2023 Global School-Based Health Survey found that 12.4% of students aged 13–17 years reported currently using e-cigarettes.
In response to these trends, WHO is urging Indonesia to build on its momentum and introduce standardized packaging for all tobacco and nicotine products. Standardized packaging – also known as plain packaging – removes brand logos, colours and promotional elements from product packaging, leaving only the brand name in a standard font alongside large health warnings. Evidence shows this intervention:
- Reduces the attractiveness of tobacco and nicotine products, especially for younger people
- Eliminates packaging as a marketing tool
- Prevents misleading designs that imply reduced harm
- Increases the visibility and impact of health warnings
Globally, 25 countries have adopted and implemented standardized packaging laws, with four more in the process of implementation. Among G20 members, Australia, Canada, France, Saudi Arabia, Türkiye and the United Kingdom have already implemented the policy.
Within the Association of Southeast Asian Nations, Lao PDR, Myanmar, Singapore and Thailand have adopted standardized packaging and are at various stages of implementation, demonstrating that this measure is both feasible and effective in the regional context.
The tobacco industry routinely opposes standardized packaging with unsubstantiated claims: that it fuels illicit trade, hurts small businesses and breaches trade laws. However, these arguments do not hold up to scrutiny. Real-world data from countries that have implemented the policy – especially Australia, the first to do so in 2012 – show a clear reduction in smoking rates, strengthened quit attempts and improved public health outcomes.
Indonesia is legally well-positioned to take this next step. Article 435 of Government Regulation No. 28 of 2024 provides a solid legal foundation for adopting standardized packaging. What remains is the issuance of the technical implementing regulations to bring it into effect.
“Now is the time,” said Dr Paranietharan. “Standardized packaging is a proven tool that strips away the tobacco industry’s ability to market harmful products as safe or appealing. It will weaken the industry’s influence, protect the next generation from being targeted by deceptive branding and save countless lives. Indonesia has laid the legal groundwork – what’s needed now is action.”