Health Ministry: Regulating Provocative Film Ads Prevents Suicide Imitation
Jakarta (ANTARA) - The Ministry of Health (MoH) states that there is a need to regulate promotional materials for films deemed controversial, such as Aku Harus Mati, because displaying such content in public spaces risks triggering suicide imitation among vulnerable individuals.
Director of Health Services for Vulnerable Groups at the MoH, Imran Pambudi, said that media and promotional materials have the power to shape how people understand issues. Titles, images, or narratives that simplify suicide as a solution to suffering can lower resistance thresholds for those who are fragile.
“Repeated exposure to messages that romanticise or normalise such actions can serve as a trigger for individuals with histories of depression, impulsivity, or traumatic experiences,” he said in Jakarta on Monday.
Public debate as a reaction to the advertising materials, he said, is not merely about aesthetics or freedom of expression. When suicide themes are presented without caution, the impact can affect public safety. According to him, advertisements must be presented safely, as outlined in advertising ethics.
“Concerns from mental health professionals and the reported regulation of promotional materials indicate that provocative effects are not mere speculation. Seemingly trivial word choices that depict suicide as a ‘choice’ or ‘liberation’ can be interpreted as legitimisation by desperate individuals,” he said.
On the other hand, presentations that emphasise the availability of help, highlight complex contributing factors, and direct people to support services can reduce imitation risks and help shift the narrative from sensationalism to prevention.
“Crisis service data and recorded death reports reinforce that mental health issues are increasingly real in society. Police reports recorded 1,350 suicide death cases in 2023, rising to 1,450 in 2024,” he said.
Modern research on suicide exposure estimates that one suicide death can affect up to around 135 people to varying degrees, from intense grief to secondary exposure causing stress or mental health risks.
According to him, addressing this reality requires collective responsibility. Filmmakers, marketing teams, public space managers, and media have roles in ensuring that disseminated messages do not amplify risks.
“Consulting mental health experts when designing campaigns, removing or revising risky promotional materials, and including support messages and service referrals in every material touching on suicide themes are steps that can change the tone of communication from provocative to protective,” he said.
At the community level, it is important to foster awareness that suicide is rarely the result of a single cause. It usually emerges from a combination of mood disorders, social pressures, situational crises, and biological or historical factors.