TEMPO.CO, Jakarta - Deputy Chairperson of the Indonesian Child Protection Commission (KPAI), Jasra Putra, has urged law enforcement authorities to act firmly against the alleged involvement of minors in promoting vapes on social media. He stressed that underage children must never be targets, subjects, or promotional instruments for products containing addictive substances.
"Involving children in vape marketing or directing promotional campaigns toward them is a serious offense that must be prosecuted in accordance with laws and regulations," Jasra said in a written statement on Monday, August 3, 2026.
According to Jasra, the commission has observed efforts to normalize e-cigarette consumption across digital platforms. The agency identified a shift in marketing strategies for both tobacco and e-cigarette products. Product promotions have expanded beyond conventional advertising into social media ecosystems, leveraging influencers, algorithm optimization, and viral trends.
"This pattern is very worrying, as children remain in a vulnerable stage of psychological development and are highly susceptible to influence from figures they admire," Jasra said.
Covert Marketing and Public Calls
The KPAI also uncovered various forms of covert advertising using illustrations, cartoon figures, youth slang, and eye-catching visual aesthetics designed to attract younger audiences. These findings indicate that industry marketing tactics are continuously evolving to align with modern media formats and children's digital behavior.
Without serious oversight, Jasra warned, social media risks becoming a platform that normalizes smoking and vaping from an early age. "KPAI urges law enforcement to take stern measures against any suspected promotional violations for tobacco and e-cigarette products involving or aimed at children," Jasra said.
Furthermore, the commission called on public figures, influencers, content creators, and digital marketing agencies to halt all forms of vaping promotion that could reach or influence children and adolescents
The KPAI's statement followed police reports filed against YouTube influencer Muhammad Jannah, known online as Bigmo, for allegedly soliciting minors to promote e-cigarette liquids on social media.
Police Investigation and Influencer Response
Jakarta Metropolitan Police Public Relations Head Sr. Comr. Budi Hermanto confirmed that authorities received a formal complaint regarding the incident through the Directorate for the Protection of Women and Children (PPA) and the Eradication of Human Trafficking (PPO).
"The PPA PPO Directorate of Metro Jaya Police has received a complaint regarding the alleged economic exploitation of children during a live social media broadcast," Budi said when contacted on Saturday, August 1, 2026.
Budi noted that the filing currently remains at the preliminary complaint stage. The identity of the child involved as the alleged victim has not yet been known.
Nevertheless, he confirmed that the PPA PPO Directorate is pursuing the matter through a formal investigation. "This involves identifying the child suspected of being exploited and thoroughly investigating the reported incident," he said.
Bigmo had previously featured minors in a live stream to promote e-cigarettes. In video clips circulating online, Bigmo can be seen approaching a vendor selling e-cigarettes.
He subsequently appears to invite several young children in front of the camera to promote a specific brand of e-liquid. Following the backlash, he issued apologies across social media, including a YouTube live broadcast that was published as a standalone video.
During the stream, he acknowledged that his actions were wrong. "Through this video, I want to offer my deepest apologies for my actions and words that have caused distress in recent days; I admit that what I did was wrong and cannot be justified," he said.
Bigmo added that he was aware nicotine-containing products like vapes are strictly prohibited for minors. "I am aware that nicotine-containing products are intended only for adult consumers and not for minors, according to regulations," he stated.
The influencer reportedly met with the children involved in the vape promotion alongside their parents. He documented the encounter and shared the footage on Instagram. In one clip, he apologized directly to the parents and children for involving them in the promotional activity. Addressing the children in the video, Bigmo added, "You young ones are also forbidden from using pods." He subsequently posted a document titled "Letter of Settlement and Joint Clarification."
The document bears official duty stamps and signatures from the guardians of the five children. "In this matter, we hold legal standing to represent ourselves and our children who appeared in the live stream hosted by Muhammad Jannah Khusnul Khuluq Putra Nashihan, alias BIGMO, on the YouTube channel @niceguymoo on July 28, 2026," the statement reads.
