Vulgar Hotel Promotion Content in Mataram Sparks Controversy, Local Government Intervenes
A wave of promotional videos for several budget hotels in Mataram City has suddenly gone viral on social media. Instead of attracting tourists, the content has drawn sharp criticism for being deemed vulgar and for inciting public unrest.
Investigations on TikTok revealed that several budget hotels were marketing their rooms using inappropriate narratives. One video featured the caption: ‘For those who want total freedom, check-in must also be free; we provide Lombok’s free hotel. Here, you can do whatever you want without fear of raids or anxiety, because privacy and security are our number one priorities. Enter peacefully, leave with a smile.’
Furthermore, another budget hotel on Jalan Pejanggik, Mataram, used similar rhetoric, stating: ‘Rather than engaging in sexual activities in the bushes where you might be raided, come here instead; it is comfortable, peaceful, and serene. No fear of raids, enjoy yourself all day, for only Rp 170,000.’
Responding to the viral content, the Head of Mataram’s Civil Service Police Unit (Satpol PP), Irwan Rahadi, confirmed that his team has immediately conducted sweeps of several budget hotels.
‘From a regulatory standpoint, we consider this type of marketing unethical, as it incites public unrest. We must ensure that excessive and unethical marketing patterns do not cause chaos in society,’ Irwan stated on Wednesday (3/6/2026).
He noted that the authorities had received numerous reports from the public regarding the disturbance caused by the posts.
‘We have ordered and conducted sweeps, visiting hotel managements. Based on Regional Regulation Number 2 of 2015 concerning Public Order, this case has caused unrest due to those posts. We are not discussing criminal charges, but we believe the videos do not align with the ethics and social norms of our city’s community, which values decency,’ he explained.
Irwan emphasised that the hotels have been requested to remove all such content and have complied.
‘We visited the hotel managements and requested they take down the content, which they have done. The parties involved have also apologised to the Mataram City Government and promised not to repeat the action,’ he added.
He issued a stern warning that if similar incidents recur, the authorities are prepared to shut down the businesses. However, Irwan clarified that the government does not prohibit hotel promotions, provided they are conducted ethically.
‘Promotions should be done ethically; do not just chase popularity or seek to go viral at the expense of public attention. I believe those methods are inappropriate,’ he concluded.
The Head of the Mataram City Tourism Office (Dispar), Cahya Samudra, echoed this sentiment, stating that while businesses are permitted to promote themselves, they must uphold public norms and ethics.
‘The government does not prohibit businesses from operating or using media for promotion. However, in the public sphere, one must distinguish which content complies with established norms,’ said Cahya. He confirmed that management had been instructed to remove dozens of inappropriate posts.
In response, the management of Solas Hotel Lombok on Jalan Pejanggik confirmed they had withdrawn all vulgar promotional content from social media platforms following the reprimand from the Mataram City Government.
‘The Head of the Tourism Office reprimanded us, stating the wording was inappropriate and feared it would cause unrest,’ said Dika, a staff member at Solas Hotel Lombok. He added that the hotel had clarified the situation and taken down the videos, asserting that the content was created solely for promotional purposes to attract customers.