The WHO urges Indonesia to adopt plain cigarette packaging, a move that could reshape the country’s packaging sector and impact tobacco-related design practices.
As the global movement against tobacco intensifies, the World Health Organization (WHO) has called on Indonesia to implement plain cigarette packaging, citing alarming youth smoking rates and the country’s lag in tobacco control policies. The proposal could mark a turning point for packaging regulations in Southeast Asia's largest tobacco market.
Plain packaging: what it means for the industry
Plain packaging—also known as standardized packaging—requires that all branding elements such as logos, colors, and promotional text be removed from cigarette packs. Instead, packages feature a uniform color, typically drab brown, along with health warnings and minimal brand identification in a standardized font. This strategy has been adopted in over 20 countries, including Australia, France, and Canada, and is proven to reduce the appeal of tobacco products.
For the packaging industry, this represents both a regulatory challenge and a potential shift in design philosophy. Graphic designers, printers, and packaging manufacturers in Indonesia—where tobacco marketing still relies heavily on visual identity—may face significant operational changes if the government enforces such measures.
The WHO's push and Indonesia’s unique context
The WHO issued its recommendation during World No Tobacco Day 2025, urging Indonesia to align with global best practices. The country currently ranks among the top in terms of smoking prevalence, with high rates of smoking initiation among youths. Despite ratifying the WHO Framework Convention on Tobacco Control (FCTC), Indonesia has not yet fully adopted key provisions, including plain packaging.
“Plain packaging is a proven, cost-effective way to reduce tobacco use, especially among young people,” said WHO Representative to Indonesia, Dr. N. Paranietharan. “It strips away the allure created by design.”
Economic and social implications
The proposed regulation is expected to meet resistance from both tobacco companies and parts of the local economy that benefit from the industry. Indonesia is home to one of the largest domestic tobacco markets globally, and its packaging sector plays a crucial role in supporting the branding and differentiation of local products.
Implementing plain packaging could disrupt the design and printing services that currently cater to tobacco clients. However, it could also stimulate new business models focused on compliance packaging, tamper-evidence features, and traceability systems to support regulatory enforcement.
A signal for the packaging sector in Southeast Asia
If Indonesia moves forward, it may trigger a domino effect in the region. Packaging firms operating in Southeast Asia may begin reassessing their portfolio strategies, investing in more versatile production lines that can adapt to stricter public health regulations.
The shift toward plain packaging also aligns with broader global packaging trends, including regulatory simplification, sustainability, and health communication. While plain packaging limits creative branding, it heightens the role of packaging as a medium for public health messaging.
For the packaging industry, this moment represents not just a restriction but an opportunity to evolve in line with public health objectives and regulatory innovation.
As Indonesia deliberates on this policy, packaging professionals should monitor developments closely and begin preparing for a possible transformation in one of the region’s largest and most culturally unique packaging markets.
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