Tobacco Marketing Ethics

Edinburgh Napier University lecturer Dr Nathalia Tjandra is influencing the Indonesian government through vital research into the ethics of tobacco marketing.

Award-winning research achieving impact in a country with a huge population

Indonesia has the fourth largest population on earth, and includes a high proportion of smokers. With little control on marketing and advertising, low awareness of health risks and easy access to cheap product, Indonesian boys in particular tend to start smoking early, and it’s estimated that smoking contributes to over 23% of deaths in the country. Yet the tobacco industry is a major source of employment, and generates around US$8 billion in tax revenue each year.

Along with researchers at Bournemouth University and Gajah Mada University in Indonesia – including investigators with Quit Tobacco International – Edinburgh Napier’s Dr Nathalia Tjandra secured a grant from the Carnegie Trust to research customers’ perception on the ethics of tobacco marketing in the country.

Research has shown that over two-thirds of Indonesian males consume tobacco, with a quarter of rural boys starting by the age of ten. We also know that 90% of them smoke traditional clove kretek, which have more tar, nicotine and carbon monoxide than standard cigarettes,said Dr Nathalia Tjandra.

Field research on the project began in Indonesia during November 2014. An Academy of Marketing Best Ethics & Marketing Track Prize was awarded in 2015. In 2016 to commemorate World No Tobacco Day, Natahalia was invited to give a public lecture on "Tobacco Marketing Ethics" at the University of Gadjah Mada, Indonesia. 

Interested in this project? Contact Dr Nathalia Tjandra