Foreign Bottled Water Packaging Featuring Toddlers Draws Scrutiny

The emergence of bundled packaging for foreign market leader Bottled Drinking Water (AMDK) featuring photos of children under five (toddlers) has drawn attention from the National Consumer Protection Agency (BPKN). The use of toddler images risks misleading consumers by creating a false perception that the water is specially formulated for toddlers. “If it gives the impression that it is intended for babies without special permission, it contravenes labelling provisions and violates the Consumer Protection Law,” said BPKN Chairman Mufti Mubarok. BPKN, he continued, is ready to follow up on public reports and recommend sanctions to the Food and Drug Supervisory Agency (BPOM). Deputy Chairman of the Indonesian Child Protection Commission (KPAI), Jasra Putra, reminded that the involvement of children in advertisements must not be exploitative. “The best interests of the child must be the primary consideration, not exploited to disproportionately influence purchasing decisions,” he said. Communication expert Burhanuddin Abe views this AMDK strategy as a form of symbolic exploitation. The baby image is deliberately chosen for its strong emotional appeal. “Consumers may pick up the implicit message that this product has special advantages for children. This is emotional manipulation,” he stated. The use of toddler visuals on general food products is strictly prohibited under BPOM Regulation No. 6 of 2021, Article 14 letter bb. This regulation bans advertisements for processed food from featuring children under five, unless the product is specifically for toddlers. AMDK is general food, not a baby-specific product.