We are undeniably witnessing increased social acceptance of alcohol consumption in Indonesia. Placed in convenience stores next to other beverages and food items, alcoholic drinks are readily available. The main problem is that alcohol is often consumed in excessive quantities, creating numerous social and public health risks, particularly for youths.
Data from the Trade Ministry has showed that from 2007 to 2009 the import of alcoholic drinks increased tenfold. Unfortunately, in the last two years the amount has doubled; the ministry reported a 1,800 percent increase in alcoholic beverage imports in Indonesia from 2007 to 2012.
In Indonesia alcohol abuse is mostly prevalent among young people, a survey by the research and development center of the National Police found last year. Alcohol and drug use in Indonesia, the survey found, is primarily something that involves middle and high school students.
Based on another report from that same year, violent crimes in this country — which included rape and assault — were usually alcohol-related.
As was mentioned in a 2010 publication in the medical journal The Lancet: “In addition to being the most harmful drug overall, alcohol was also shown to have the distinction of being the only drug that is more harmful to other people than to the drug users themselves.” The article names alcohol as the most harmful of 20 drugs investigated; about 40 percent more harmful than heroin or crack cocaine. In Indonesia, the latter two are illegal but alcohol consumption is permitted in most parts of the country.
Targeting youths
According to a 2011 World Health Organization report, 2.5 million people all over the world die each year because of alcohol abuse. But what I see around me is a total lack of awareness about the numerous risks involved in alcohol abuse. It seems that many among our younger generations fail to see the danger of excessive alcohol consumption.
This is also the group that forms the main target of the alcohol industry. These are the consumers that, once hooked, will keep profits high for decades to come. The younger generation also creates new norms and sets new trends. The marketing campaigns of the alcohol industry therefore generally appeal to younger audiences through what is called ‘emotional branding.’ All over the world, leading alcoholic beverage producers have some of the best and most creative campaigns to attract young consumers.
Some will say that this does not matter much for Indonesia as advertisement for alcoholic beverages is heavily restricted. But how about this year’s World Cup? Will Indonesians be exposed to alcohol advertisement through their TV screens?
Some of the world’s most famous beer brands have signed huge sponsorship contracts with the world football association, FIFA. They are so powerful that they forced Brazil to change a law that banned the consumption of alcohol at football matches.
Paul Walsh, the former CEO of alcohol multinational Diageo, has identified Indonesia as a new growth market for whisky. With a rising middle class, a lot of money can be made here. So like big tobacco, alcohol companies may try to influence legislative procedures.
Demographic bonus
Indonesia’s ‘demographic bonus’ is supposed to be one of our nation’s major blessings. According to the National Development Planning Agency (Bappenas), in 2035 the country’s population will reach 305 million people. Most Indonesians today are young, and this is a strength that we have to protect. We should not allow the demographic bonus be used against us.
To prevent the negative effects from alcohol consumption, the 1945 Constitution offers ample room: the importance of health, faith and fear of God, science and technological expertise, productivity, prosperity, etcetera. The impacts of excessive alcohol consumption can seriously jeopardize the qualities that should enable this country to prosper.
Stepping In
The government has to intervene, as this issue cannot be left to self-regulation by the industry, simply because profits will be at stake. Now, Presidential Regulation No. 74 of 2013 only addresses one part of the problem, which is the supply chain.
When it comes to preventing people from picking up the deadly habit of smoking, I am looking forward to the implementation of the graphic warning regulation, which would be a big step forward in increasing awareness among Indonesians about the harmful effects of smoking.
Other countries, like Australia, have gone as far as replacing all branding information on cigarette packs with graphic information about the harmful effects of smoking.
If cigarette packs can carry graphic warnings on front and back, why not the packaging of alcoholic drinks?
Graphic warnings and plain packaging would help spread the word about the dangers and deglamorize alcohol — a product that is proven to be harmful. To protect future generations, this should be a priority for our next government.
Aunur Rofiq is the chairman of the Indonesian Santri Entrepreneurs Association (HIPSI) .
By Aunur Rofiq on 09:59 pm Jun 12, 2014
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