Indonesian NGOs wages war against cigarettes

By Rita A. Widiadana

JAKARTA (JP): Despite years of health warnings, smoking is still socially acceptable in Indonesia.

Activists have launched antismoking campaigns, yet many people ignore the warnings.

Emma Surachman, a member of the National Forum for Antismoking Campaigns, said the fight against smoking has been very tough in the last few years. But "antismoking campaigners are toothless when facing the influential cigarette industry which has strong access and lots of money for promotional campaigns."

Emma said it was usually non-governmental organizations (NGOs) which were behind antismoking campaigns and these organizations did not have then power to impose the measures needed to prevent the cigarette industry from hiding the hazardous effects of smoking from the public.

The forum, comprising eight organizations including the Indonesian Cancer Society, the Asthma Foundation, the Heart Society and Women against Tobacco, actively holds antismoking seminars, workshops and other activities at schools, private companies and government offices.

The banning of smoking in some public areas is one important result of the campaigns, she said.

"There is a lot more to be done and we hope the government fully supports our activities for the sake of people's health," Emma said.

The forum has recommended that steps be taken to safeguard the right of nonsmokers to live in an environment free of contamination from tobacco smoke.

It has also suggested that smoking should be banned in all public places, measures should be taken to avoid the portrayal of cigarettes as being trendy in advertisements targeted at youngsters.

"Media advertising is a potential way for cigarette companies to keep their products fresh in the minds of consumers," Emma said.

Electronic and printed media also play significant roles in promoting cigarettes.

Tulus Abadi, a consumer activist, lashed out at TV commercials that portray smokers as successful and attractive.

"Such a portrayal may encourage people, especially teenagers, to smoke," he said.

Regardless of these harmful influences, local television and radio stations continue to air cigarette commercials. They also ignore a l990s Ministry of Information decree which bans all forms of cigarette commercials on TV and radio. Many newspapers, tabloids and magazines also reap profits from running cigarette ads.

But some media have banned cigarette advertising. One such company is the country's largest newspaper, Kompas, which along with film actor Roy Marten received this year's No Tobacco Award from WHO for their commitment to antismoking campaigning.

Julius Pour, Kompas' public relations executive, said the daily realized that accepting cigarette ads would be very profitable.

"But it is not a matter of money. By banning cigarette advertising, we want to set an example that we are an institution that promotes healthy living among our readers and society in general," he said.

Philanthropic

In addition to media advertising, cigarette companies have successfully shaped an image of being "philanthropic" institutions which pour money into a vast array of public activities from sports to more sophisticated cultural events.

Retno Widiastuti, an executive of the Indonesian Consumers Foundation, said that such sponsorships must be interpreted as a company's attempt to gain social acceptance.

"There are many sports events including tennis and badminton championships backed by cigarette companies," she said. In sports, athletes should maintain their condition by avoiding harmful habits like smoking. "But in reality, sports events still rely heavily on the cigarette industry for financial backing. It is so ironic," added Retno.

Besides sports events, the cigarette industry also finances many entertainment and cultural programs.

A Mild Jakarta Jazz Festival, for instance, enjoys secure financial support from one of Indonesia's biggest cigarette companies, which gains promotional benefit from the title of the festival. In other entertainment events, free cigarettes are given to the visitors.

The cigarette industry also wants to play a greater role in nurturing art activities. For example, an American tobacco giant has actively sponsored local fine art contests and exhibitions over the last few years.

The cigarette industry is a forceful power which welds influence over society and over the government as well.

International events are also dominated by tobacco sponsorship. Despite a proposed ban on tobacco sponsorships, health ministries of the European Union reportedly allows one of the world's biggest tobacco companies to continue sponsoring Formula One racing out of fear that the organizer will relocate this prestigious sports event to a more smoke-friendly country in Asia or Africa.

"It is very difficult to reduce reliance on cigarette sponsorship unless event organizers find alternative financial backers, which are now almost impossible because of the economic crisis," said Retno.