Indonesia

Regulatory Organizations

The Indonesian Broadcasting Commission (KPI) and Association of Advertising Agencies (PPPI) have comprehensive, detailed advertising regulations. The KPI provides a Code and Standard of Advertising for broadcasting content; the PPPI, an Advertising Code of Ethics and Practice (EPI). Enforcement is carried out by the Advertising Council of Indonesia (DPI).

General Principles

The two codes were designed to ultimately encourage greater self-regulation in the industry. Other headlined objectives include the dissemination of accurate information from advertisements to the public, the protection of children’s rights, strengthening gender equality, and eliminating exploitation and pornography from advertising.

The EPI also aims to preserve the Indonesian culture by empowering the advertising industry.

Country Focus

Current regulations aim to consider the pluralism of Indonesian society. To begin with, the country is a mix of around 300 distinct native ethnicities. Along with a sense of Indonesian nationhood, strong regional identities exist. Islam is the dominant religion with most of its followers centered in the more populous Sumatra and Java, while most of Hindu devotees are based in Bali. Consequently, advertisers are encouraged to bear in mind the diversity of audience, producing content that is in good taste and does not offend the sensitivities of the various Indonesian communities.

Regulations concerning children, teenagers, and pregnant women are clearly stated in the EPI to encourage advertisers to promote healthy lifestyles through their content.

Restrictions

  • Alcohol and baby food products are not permitted in mass media. The latter must be approved by the Minister of Health or an authorized institution before appearing in non-mass media.
  • Tobacco advertising must be done implicitly e.g. not demonstrating in graphics and/or text a packet of cigarettes, cigarette stick, or people smoking, and not mentioning that the product is a cigarette.
  • The word “halal” (definition: permissible/legal by Islamic law) can only be used for food products that have received an official certificate from the Indonesian Ulama Council, or authorized institution.
  • Gambling, firearms, breast milk substitutes and religion are prohibited.
  • Only OTC medicines may be advertised. Warning spots must be shown, subject to restrictions.

For the latest regulations, go to: