SIDO Boss Responds to Negative Content Emerging on Social Media

Jakarta, CNBC Indonesia - Director of PT Industri Jamu dan Farmasi Sido Muncul Tbk (SIDO) Irwan Hidayat has chosen a different approach in responding to attacks on his company’s products on social media. Instead of taking the matter to the legal realm, Irwan employs a communication strategy to resolve issues deemed damaging to the company’s image. He explained that whenever negative posts about products like Tolak Angin appear, his team first traces the source and motives behind the posts. This step is taken to determine whether the uploads are part of a buzzer campaign or merely individual actions. “After investigation, the people posting negatively about Sido Muncul are just reposting without understanding the impact,” Irwan stated, quoted from his remarks on Tuesday (31/3/2026). From the investigations and encounters with netizens, Irwan affirmed that all those uploading negative content about Sido Muncul are not parties with specific interests, but rather seeking attention or popularity on social media. “They post negatively about Tolak Angin products, but when I asked, it turned out they also consume Tolak Angin, and the reason for posting negatively was just to become famous. That’s all. No other motives,” Irwan emphasised. Furthermore, Irwan said this phenomenon indicates a low awareness of the impact of information disseminated in the digital space. “They don’t know and don’t think long-term about the effects of their posts,” he said. Although potentially harmful to the company, Irwan believes taking the case to the legal route is not the best solution. Instead, he chooses direct communication with the parties involved, including requesting clarifications and educating them. This approach is considered more effective and humane, given that the perpetrators have no malicious intent. “It’s actually pitiful, because they’re just seeking fame. If taken to court, it would only make things harder,” he revealed. Irwan also urged the public to be wiser in using social media, especially when providing information related to products or companies. He stressed the importance of verifying the truth of information before disseminating it to the public. “If you don’t know, it’s best not to post. If you’ve already posted, it’s better to delete it,” he asserted.