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Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach

Tjandra, Nathalia; Aroean, Lukman; Prabandari, Yayi Suryo


Lukman Aroean

Yayi Suryo Prabandari


Purpose: This article aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics.

Design: The present study adopted a symbiotic ethical approach which combined normative and positive ethical approaches. The data was collected in Yogyakarta, Indonesia, from six focus groups and thirty photo elicitation interviews with a total of 71 participants.

Findings: The thematic analysis has identified six main themes, economic contribution of the tobacco industry, harmful nature of tobacco products, tobacco marketing targeting vulnerable groups, covering the danger of smoking, intention and integrity of tobacco marketers and infringement of law and social norms. Adopting the theoretical lens of utilitarianism, deontology, contractarianism and virtue ethics, the analysis illustrates that most participants believed that tobacco marketing practices in Indonesia are unethical.

Policy implications: The findings of the study were disseminated in a public engagement event to stakeholders in Yogyakarta. The findings influenced the development of No Smoking Area monitoring instrument and the introduction of "Free from Tobacco Advertisement in No Smoking Area" policy in Sleman Regency, Yogyakarta.

Originality: Indonesia, with its lenient regulatory environment, provides a unique setting for investigating public evaluation of the ethics of tobacco marketing. This is one of the first studies that investigates public evaluation of tobacco marketing ethics in Indonesia through the theoretical lens of utilitarianism, deontology, virtue ethics and contractarianism.

Journal Article Type Article
Acceptance Date Apr 3, 2020
Online Publication Date Jun 7, 2020
Publication Date 2020
Deposit Date Apr 8, 2020
Publicly Available Date Apr 9, 2020
Print ISSN 1352-2752
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 23
Issue 4
Pages 603-626
Keywords tobacco marketing; normative ethics; symbiotic ethics; Indonesia
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Public Evaluation Of The Ethics Of Tobacco Marketing In Indonesia: Symbiotic Ethical Approach (370 Kb)

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