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It is well-documented that despite ongoing public pressure, Indonesia has one of the most pervasive tobacco advertising regimes in the world, with cigarettes being touted on television and billboards across the country.

The United States banned tobacco advertising on television in 1971, but sadly Indonesia has yet to follow suit some 40 years later. As a result, it has one of the highest smoking rates anywhere in the world, with the accompanying health consequences.

The tide, however, may be turning. New ambitious regulations being discussed would further enforce the ban of sales of cigarettes to minors under the age of 18 and force cigarette companies to carry graphic warnings of the dangers of smoking that would cover 50 percent of cigarette packs.

Bambang Sulistomo, the health minister’s adviser for health policy, said this week that although the tobacco industry was opposed to the requirement for graphic warnings, the ministry was adamant that they should be printed. We wholeheartedly support the government’s stance on this issue and urge the ministry not to waver in its determination to curb smoking in the country.

The government should also embark on a nationwide public-service campaign to warn against the dangers of smoking, targeting the young people who are most vulnerable to the advances of the tobacco industry. The launch of the book “A Giant Pack of Lies,” which seeks to uncover the marketing and lobbying practices of the country’s powerful tobacco industry, is a great start.

More universities should also follow in the footsteps of Atma Jaya University, the only 100 percent smoke-free campus in the capital and the site of the book’s launch. Outside of Atma Jaya, Pelita Harapan University has also taken a strong stance against smoking.

If we can stop the spread of smoking on university campuses, we will in the long term reduce the number of smokers in our society. It is also imperative that the government implement and strictly enforce the anti-smoking regulations it is now considering, if we are to tackle this deadly habit head-on.

It is unfortunate that the proposed regulations do not address the thorny issue of tobacco ads. Curbing the liberal advertising of cigarettes should be next on the agenda.