7 August 2026
By Vidya Pinandhita – The Jakarta Post
The video prompted widespread criticism over the use of children to market nicotine products, which under Indonesian regulations are intended only for adults aged 21 and above.
JAKARTA – A YouTube livestream showing children promoting vape products has drawn condemnation from child protection advocates, who say the incident exposes weak enforcement against online nicotine advertising and the growing exploitation of children in digital marketing.
The controversy centers on a July 28 livestream by Indonesian YouTuber Muhammad Jannah, better known as Bigmo, who promoted a vape liquid brand while encouraging children around him to repeatedly chant the product’s name during the broadcast.
The video prompted widespread criticism over the use of children to market nicotine products, which under Indonesian regulations are intended only for adults aged 21 and above.
The Indonesian Health Policy Chamber (RUKKI) warned that the incident reflected increasingly unchecked vape marketing on digital platforms, exposing children and teenagers to nicotine advertising as e-cigarette use continues to rise.
“If these advertisements continue unchecked, I worry nicotine use among children will become increasingly normalized,” RUKKI chair Mouhammad Bigwanto told The Jakarta Post on Wednesday.
“Because these products are marketed through entertaining content, even involving children, they begin to appear ordinary, when in fact they are addictive and pose serious health risks.”
Southeast Asia Freedom of Expression Network (SAFEnet) executive director Nenden Sekar Arum said nicotine advertising had shifted to social media through livestreams, product reviews and entertainment content, making it difficult for children to recognize sponsored promotions.
“The more often children are exposed to this type of promotional content, the more likely they are to become curious about trying nicotine products,” Nenden said, noting that when children are featured in such promotions, they are also effectively being exploited for commercial gain.
Digital platforms, she added, also bore responsibility for preventing such content by enforcing stricter moderation of tobacco and nicotine promotions, including in livestreams, while ensuring age-restriction mechanisms function effectively.
The Indonesian Child Protection Commission (KPAI) likewise criticized what it called “weak law enforcement” against online promotion of tobacco and vape products, saying children were being treated not only as potential consumers but also marketing tools.
“Children are being conditioned to see nicotine consumption as a part of youth culture […] The state must take a firm stance. Child protection should never be compromised by industry marketing strategies,” said KPAI deputy chair Jasra Putra said.
Communications and Digital Minister Meutya Hafid said her ministry had issued a warning letter to YouTube, describing the use of children to promote vape products as “a serious violation”.
“Children must be protected from all forms of exploitation in digital spaces. Content featuring children to promote vape products clearly contravenes the principles of child protection,” Meutya said in a statement.
The ministry asked the video-sharing platform to review the content, explain the actions it had taken and strengthen moderation of material that violates child protection principles, including promotions for electronic cigarettes.
Meanwhile, the Jakarta Police have launched an investigation into Bigmo over the livestream, with the case being handled by the Directorate for the Protection of Women and Children and the Eradication of Human Trafficking.
Jakarta Police spokesperson Sr. Comr. Budi Hermanto said investigators were reviewing digital evidence, including recordings of the livestream, and questioning several witnesses.