KPAI Urges Local Governments to Restrict Advertisements for Sugary Drinks in Public Spaces

The Indonesian Commission for Child Protection (KPAI) is urging stakeholders to protect children from the long-term health threats posed by Packaged Sugary Drinks (MBDK). One key measure is restricting advertisements for sugary drinks on billboards in public spaces.

KPAI Deputy Chairman Jasra Putra stated that local governments can intervene by limiting such advertisements in public areas. “Through the instrument of Regional Regulations on Public Order,” he said in a written statement on Friday, 24 April 2026.

Jasra added that interventions could also involve pressing the packaged sugary drinks industry to commit to reformulating products in line with national health standards. “We also encourage (the government) to integrate health education on the dangers of MBDK into school curricula and community activities,” he said.

According to him, prevention through education and bans on advertisements for sugary drinks in public spaces is essential. This is particularly important given that the sugar content in these drinks—25 to 30 grams—exceeds the safe daily consumption limit for children, which is 24 grams.

“Sweet foods and drinks are designed with visuals that are highly appealing to children,” he remarked.

Jasra explained that the massive production and consumption of sugary drinks have influenced children’s daily behaviour. He noted that children addicted to factory-made sweetness tend to lose taste sensitivity and reject other healthier food intakes.

Based on data, 68.1% of Indonesian households consuming sugary drinks contribute significantly to the burden on the BPJS Health budget due to the high incidence of non-communicable diseases. The 2023 Indonesian Health Survey records that 50% of children aged 3 to 14 consume sugary drinks more than once a day.

Jasra stated that this habit has led to serious impacts. Seven out of 100 children experience obesity due to regular consumption of packaged sugary drinks. One in four adolescents also suffers from anaemia, while 47% of children have cavities, with treatment often hindered by limited basic medical facilities.

KPAI is also urging the government to promptly implement excise taxes on packaged sugary drink products. According to him, this tax should be increased to 20% to reduce 1.3 million deaths over the next ten years.

“Excise is not merely a fiscal instrument but a mandatory investment in protecting future human resources,” he said.

Jasra announced that KPAI will soon compile evidence-based strategic recommendation documents to be submitted to President Prabowo Subianto to accelerate concrete actions against the proliferation of packaged sugary drinks. This includes forming an MBDK Working Group Task Force, strengthened by an official decree, to oversee policy advocacy.