Edinburgh Napier University

  This study aims to explore the Indonesian public perception towards the ethics of tobacco marketing activities, and their implications on young people. Six focus groups and thirty personal interviews were conducted in eight urban villages in Yogyakarta, Indonesia to gather data. The findings indicate that the majority of participants believe that tobacco marketing activities are directly and indirectly targeted at young people, and therefore considered to be unethical. Children and teenagers are perceived to be vulnerable groups who do not understand the persuasiveness of marketing methods and messages adopted by cigarette companies. The study is concluded by offering a number of tobacco control measures that prioritise the well-being of these vulnerable groups.