{"id":4976,"date":"2026-06-30T06:35:57","date_gmt":"2026-06-30T06:35:57","guid":{"rendered":"https:\/\/jalinfoundation.or.id\/?p=4976"},"modified":"2026-06-30T06:59:05","modified_gmt":"2026-06-30T06:59:05","slug":"cigarette-advertising-in-podcasts-and-music-festivals-how-the-tobacco-industry-targets-young-people-in-the-digital-age","status":"publish","type":"post","link":"https:\/\/jalinfoundation.or.id\/id\/cigarette-advertising-in-podcasts-and-music-festivals-how-the-tobacco-industry-targets-young-people-in-the-digital-age\/","title":{"rendered":"Iklan Rokok di Podcast dan Festival Musik: Bagaimana Industri Rokok Menyasar Anak Muda di Era Digital?"},"content":{"rendered":"

<\/h1>\n\n\n\n

Lagi buka podcast yang sering ditonton, tiba-tiba ada sponsor rokok. Datang ke festival musik atau gigs anak muda, logo brand rokok tampil di mana-mana. Bahkan di media sosial, promosi rokok kini semakin terpampang estetik, kreatif, dan dekat dengan tren anak muda. Tanpa sadar, ruang yang sehari-hari dipakai untuk hiburan, nongkrong, atau mencari inspirasi malah dipenuhi oleh promosi rokok dengan wajah baru.<\/p>\n\n\n\n

Kalau dulu iklan rokok identik dengan billboard besar atau tayang di TV pada malam hari, sekarang strateginya jauh lebih halus (soft selling).<\/p>\n\n\n\n

Rokok malah hadir lewat konser-konser, komunitas kreatif, podcast, sampai konten digital yang terasa akrab dalam kehidupan anak muda. Akibatnya, batas antara hiburan dan promosi semakin abu-abu.<\/p>\n\n\n\n

Pertanyaannya, apakah anak muda sekarang benar-benar sedang menikmati ruang kreatif mereka, atau justru ruang muda mulai disusupi oleh rokok dalam balutan budaya populer?<\/p>\n\n\n\n

<\/h2>\n\n\n\n

Kenapa Podcast dan Festival Jadi Sasaran?<\/strong><\/p>\n\n\n\n

Podcast dan festival kini menjadi ruang populer bagi anak muda untuk menyalurkan inspirasi, kreativitas, hingga kemampuan mereka.<\/p>\n\n\n\n

Lewat podcast, misalnya, generasi muda semakin mudah mengakses berbagai topik hanya melalui genggaman handphone. Mulai dari hiburan, musik, gaya hidup, hingga obrolan santai sehari-hari, semuanya terasa dekat dan relevan dengan kehidupan mereka.<\/p>\n\n\n\n

Dalam laporan Jalin Foundation (2024), Gen Z di Jakarta mayoritas menggunakan media sosial, khususnya pada rentang usia 13\u201315 tahun, yang bisa menghabiskan hingga tiga jam atau lebih dalam satu hari. Bahkan, podcast termasuk media yang disukai dalam mencari informasi, hiburan, dan lainnya, di mana youtube menjadi platform andalan untuk melihatnya.<\/p>\n\n\n\n

Kondisi ini menunjukkan bahwa podcast bukan lagi sekadar hiburan tambahan, melainkan sudah menjadi bagian dari keseharian anak muda.<\/p>\n\n\n\n

Di tengah tingginya minat tersebut, iklan rokok mulai memanfaatkan ruang ini dengan strategi yang lebih halus (soft selling). Promosinya disisipkan di tengah percakapan podcast agar terasa lebih personal dan tidak terlihat seperti iklan formal. Terlebih lagi, penyampaiannya sering dibawakan langsung oleh host atau kreator favorit pendengar.<\/p>\n\n\n\n

Pengaruh promosi ini terbilang sangat kuat. Dalam laporan Jalin Foundation (2024), disebutkan bahwa Gen Z di Jakarta sekitar 56% terpapar iklan dan promosi rokok dalam sebulan terakhir melalui iklan TV (68%) dan iklan di internet (37%).<\/p>\n\n\n\n

Demikian, strategi promosi rokok kini tidak bergantung secara konvensional, melainkan di dalam ruang digital yang sehari-hari dikonsumsi anak muda.<\/p>\n\n\n\n

Bukan hanya podcast, festival juga menjadi ruang baru bagi promosi industri rokok. Acara musik, komunitas kreatif, hingga festival budaya kini diidentikkan dengan gaya hidup anak muda.<\/p>\n\n\n\n

Di ruang-ruang seperti inilah para brand rokok hadir melalui berbagai bentuk promosi, berupa sponsor acara, area interaktif, merchandise, hingga aktivasi kreatif yang dibuat estetik dan menarik perhatian.<\/p>\n\n\n\n

Jika melihat sejarahnya, industri rokok memang sudah lama memiliki hubungan erat dengan acara musik. Sejak era 1980-an, berbagai konser dan festival kerap disponsori oleh perusahaan rokok untuk membangun citra yang dekat dengan kebebasan, kreativitas, dan anak muda.<\/p>\n\n\n\n

Padahal, pemerintah sebenarnya telah memperketat aturan tersebut melalui Peraturan Pemerintah No.28 Tahun 2024 tentang Kesehatan, khususnya Pasal 454 yang mengatur pembatasan sponsorship industri tembakau.<\/p>\n\n\n\n

Namun, strategi promosinya kini berubah bentuk. Jika dulu tampil terang-terangan sebagai sponsor utama, sekarang industri rokok lebih sering hadir lewat booth, ruang interaktif, atau aktivasi acara yang terlihat seperti bagian dari pengalaman festival.<\/p>\n\n\n\n

Para musisi, kreator, hingga penyelenggara acara sebenarnya memiliki posisi penting untuk mulai mengambil sikap. Menolak sponsor rokok bukan berarti membatasi kreativitas, melainkan membuka peluang terciptanya ruang hiburan yang lebih sehat dan aman bagi anak muda.<\/p>\n\n\n\n

<\/h2>\n\n\n\n

Ruang Muda Tanpa Rokok<\/strong><\/p>\n\n\n\n

Sudah sepatutnya para perusahaan tembakau mengikuti aturan yang berlaku dengan tidak boleh menyusup ke dalam podcast atau festival dengan memasukkan konten promosi rokok yang terselubung. Karena secara tidak langsung telah membentuk ruang yang tidak aman bagi kesehatan anak muda. Akibatnya, akan merusak pernapasan mereka dan melumrahkan asap rokok di mana saja.<\/p>\n\n\n\n

Kemudian, pilihlah kreator atau festival yang jauh atau menolak sponsor ataupun bentuknya yang menjadi ruang promosi rokok. Dengan demikian, para penyelenggara, kreator, dan lainnya ikut terdorong untuk membatasi hingga menolak promosi rokok yang disajikan dalam acara mereka.<\/p>\n\n\n\n

Terakhir, bergerak dengan mendorong komunitas-komunitas kreatif, musik, dan lainnya untuk menolak disusupi oleh iklan-iklan rokok dalam kegiatan mereka. Sehingga tidak menjadi ketergantungan di kemudian harinya sekaligus membentuk ekosistem yang bebas asap rokok di lingkaran komunitas anak muda.<\/p>\n\n\n\n

<\/h2>\n\n\n\n

Generasi RAW: Mendorong Anak Muda Membangun Gaya Hidup Sehat<\/strong><\/p>\n\n\n\n

Melalui program Generasi RAW, Jalin Foundation mengajak remaja laki-laki untuk membangun gaya hidup yang sehat, positif, dan bebas dari pengaruh rokok. Generasi RAW percaya bahwa menjadi keren tidak harus identik dengan merokok.<\/p>\n\n\n\n

Salah satunya melalui kegiatan RAW Festival 2026 di Hall Basket Senayan, Jakarta, yang mengedepankan kreativitas dan keahlian para remaja di bidangnya, sekaligus menghadirkan festival musik yang relevan dengan dunia remaja. Terpenting adalah bebas dari iklan maupun sponsor dari asap rokok.<\/p>\n\n\n\n

Hal ini merupakan pengembangan keberanian untuk mengambil keputusan sehat, berpikir kritis terhadap pengaruh lingkungan, dan menciptakan ruang positif bagi sesama, yang merupakan bagian dari karakter generasi muda yang tangguh.<\/p>\n\n\n\n

Karena itu, penting bagi anak muda untuk terus menjaga agar ruang kreatif, ruang digital, dan ruang komunitas tetap menjadi tempat yang aman, inspiratif, dan bebas dari promosi rokok.<\/p>\n\n\n\n

Akhirnya, masa depan generasi muda seharusnya dibangun oleh kreativitas dan prestasi, bukan oleh industri yang menjadikan mereka target pemasaran.<\/p>\n\n\n\n

<\/h2>\n\n\n\n

Referensi<\/strong><\/p>\n\n\n\n

Fahrial, F. (2025). Tobacco Industry Continues Targeting Young People Through Music Concerts; Government Urged to Strengthen Sponsorship Regulations.<\/em> https:\/\/jakarta.suaramerdeka.com\/nasional\/13415899941\/industri-rokok-terus-sasar-anak-muda-lewat-konser-musik-pemerintah-diminta-tegas-untuk-regulasi-sponsorship<\/a><\/p>\n\n\n\n

Jalin Foundation. (2024). Jakarta Tobacco Survey Report.<\/em> Jakarta: Jalin Foundation.<\/p>","protected":false},"excerpt":{"rendered":"

You’re listening to your favorite podcast, and suddenly there’s a cigarette sponsorship. You attend a music festival or a youth concert, and cigarette brand logos are everywhere. Even on social media, tobacco promotion has become increasingly aesthetic, creative, and closely aligned with youth trends. 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