Indonesia probes YouTuber Bigmo over alleged involvement of minors in vape promotion

Indonesia's authorities have stepped up scrutiny of influencer marketing and platform accountability after police launched an investigation into YouTuber Muhammad Jannah, better known as Bigmo, over allegations that he involved minors in promoting vape products during a livestream.

The case has prompted parallel action from the ministry of communications and digital affairs, which has issued YouTube with a formal warning and demanded swift action against the content, highlighting growing regulatory expectations for digital platforms and creators operating in the country.

Polda Metro Jaya said it had received a public complaint regarding the case. Head of public relations Commissioner Budi Hermanto said investigators would seek clarification from the creator while consulting experts as part of the inquiry.

The complaint was submitted by a group of lawyers to the directorate for the protection of women and children and human trafficking on 1 August, following a livestream broadcast on 28 July that allegedly featured minors promoting vape products. It alleges potential violations of Indonesia's Child Protection Law relating to the economic exploitation of children and the involvement of minors in the misuse of addictive substances.

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Government issues warning to YouTube

Minister Meutya Hafid described the alleged involvement of minors in promoting products intended only for adults as a serious violation.

"Children must be protected from all forms of exploitation in the digital space. Content that involves children in promoting vape products clearly goes against the spirit of child protection and should have no place on digital platforms," she said.

The ministry said the warning forms part of Indonesia's compliance framework for private electronic system operators under existing regulations.

Kemkomdigi has instructed YouTube to review and take action against the livestream, explain what measures have been taken, and strengthen proactive moderation of content that could breach child protection principles, including promotions involving electronic cigarettes.

The platform has also been asked to improve response times for similar content and ensure that age-restriction and detection mechanisms function effectively.

The ministry has given YouTube three days to respond. Failure to comply could lead to administrative sanctions ranging from written warnings and financial penalties to temporary service suspension or blocking access to the platform's electronic system.

Creator issues public apology

Tazelab, the vape brand reportedly promoted during the livestream, said it ended its partnership with Bigmo following the controversy. In a statement posted on Instagram, the company stressed that the interaction involving minors was not part of its campaign or marketing strategy.

Amid the investigation, Bigmo published a video apology.

"I acknowledge that what I did was wrong and cannot be justified. I realise that nicotine-containing products are intended only for adult consumers and are not intended for minors in accordance with the regulations," Bigmo said.

He also apologised to brands that had previously worked with him and members of the public.

Bigmo maintained that the livestream was his own decision.

The controversy has also drawn political attention. Deputy Speaker of Commission III of Indonesia's House of Representatives, Ahmad Sahroni, urged authorities to block Bigmo's YouTube channel, arguing that the alleged conduct went beyond inappropriate online content and amounted to potential legal violations.

The Indonesian Advertising Companies Association (P3I) also condemned the alleged involvement of children in vape promotion, urging brands, agencies and influencers to strengthen due diligence and comply with advertising ethics.

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