Indonesia plans standardized packaging for tobacco

The Indonesian Ministry of Health is drafting a regulation to standardize the color of tobacco and electronic cigarette packaging in an attempt to reduce the product’s appeal to children and teenagers. 

The Draft Ministerial Regulation on the Inclusion of Health Warnings and Information on Tobacco Products and Electronic Cigarettes stipulates that tobacco and e-cigarette product packaging will use a uniform color. Specific company branding will still be allowed in accordance with appropriate regulations. 

Dr. Andi Saguni, acting director general of disease control at the Ministry of Health, says that cigarette and vape packaging can be a promotional tool that attracts new smokers, particularly young people. 

“The primary goal of uniform packaging regulations is not to ban legal products, but rather to reduce the visual appeal that has made tobacco products more appealing to children and adolescents,” he adds. 

“Cigarette packaging should not be used as a promotional medium that encourages young people to start smoking.” 

In addition to color standardization, the draft also states that health warning images are to remain “prominently displayed” to highlight the health risks of tobacco product consumption.

Appealing design 

Packaging design is important for brands to get consumer attention on crowded retail shelves. A growing body of research reveals that color, shape, and texture can influence consumers, especially children’s, purchasing choices. But this can have adverse effects when the product is known to be unhealthy. 

A recent study from University College London, UK, found that standardizing vape packaging and limiting flavor descriptors reduced youth’s interest. 

Dr. Andi adds: “When attractive design elements are reduced, people’s attention will be more focused on the health messages on the packaging. This is a proven effective strategy in tobacco control efforts.” 

Since 2024, the Indonesian government has held public consultation forums to get input from academics, professional organizations, and the public. Other countries including Laos, Australia, Canada, the UK, and France have also implemented similar policies as part of tobacco control efforts.

For other unhealthy products, like high-sugar food, packaging design can also increase appeal in children, prompting some retailers to change their packaging design. 

Last year, Lidl UK announced it would eliminate all designs on unhealthy product packaging that attract children, including 3D or animated shapes, brightly colored patterns, and playful product names.