Case Study “Tobacco Control Success Story: Protecting Kids from Big Tobacco’s Influence in Indonesia”

For 15 years, children participating in Indonesia’s national badminton trials were required to wear jerseys that advertised one of the country’s most powerful tobacco brands on their chests. These children, all between the ages of 5 and 18, were not only targeted with tobacco advertising; they were exploited to help advertise the company’s deadly tobacco products. In 2021, following a multi-year campaign spearheaded by the Indonesian civil society group Yayasan Lentera Anak (Children’s Lantern Foundation) with support from the Campaign for Tobacco-Free Kids, the Indonesia Badminton Association (PBSI) dropped the tobacco company, Djarum, as the corporate sponsor—a dramatic and promising development for public health in Indonesia.

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