Marketing Appeals on E-cigarette Product Packages in Indonesia

E-cigarette use is increasing globally, especially among youth. In Indonesia alone, Global Youth Tobacco Survey data indicates that more than 14% of adolescents ages 13–15 use e-cigarettes and 23% report ever trying these products.

Research shows that exposure to tobacco marketing is associated with future cigarette and e-cigarette use. In 2022, IGTC used the Tobacco Pack Surveillance System (TPackSS) systematic protocol to collect e-cigarette products in Indonesia, then assess and code the packaging for marketing appeals.

Shown in this fact sheet, e-cigarette product packages in Indonesia use marketing appeals that are potentially attractive to youth. These findings support policies and implementation/enforcement efforts designed to help protect Indonesian youth from the harms of e-cigarette products.
 

Publication:

Barker HE, Brown JL, Hartmuller R, Amalia B, Luo X, Zaman R, Sinamo JK, Imanita YR, Fuaddy AN, Welding K, Smith KC, Cohen JE. Content analysis of e-cigarette packaging in Indonesia: youthful, fun and flavorful. Tobacco Control. Published Online First: 20 May 2026. DOI: 10.1136/tc-2026-060081.
 

Video:

Download a shortened, 60-second version of this video for sharing via social media. 

TPackSS Search Results:

View detailed photographs of the 825 unique products collected.
 

Social Media Resources:

The following captions may be used to disseminate this resource via social media. Download a 60-second video for use on Tiktok, Instagram Stories, Reels, and Threads.

FACEBOOK, LINKEDIN, TIKTOK, INSTAGRAM:

A new study from the Institute for Global Tobacco Control at the Johns Hopkins Bloomberg School of Public Health assessing e-cigarette marketing in Indonesia revealed that, of 825 products examined, most were flavored and more than half had packaging with language and imagery that could appeal to youth. 🚨 https://www.globaltobaccocontrol.org/en/resources/marketing-appeals-e-cigarette-product-packages-indonesia

X/TWITTER:

New research from @IGTC_Hopkins on e-cigarette marketing in Indonesia revealed that, of 825 products examined, most were flavored and more than half had packaging with language and imagery that could appeal to youth. 🚨 https://www.globaltobaccocontrol.org/en/resources/marketing-appeals-e-cigarette-product-packages-indonesia

Akses lembar fakta ini dalam versi terjemahan di halaman sumber daya Bahasa Indonesia kami.
Access the Bahasa Indonesian version of this fact sheet on our Indonesian resource page.