Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective

Purpose The authors explore the metaphors people from Indonesia use to describe their propriety beliefs about ethical legitimacy of tobacco advertising, promotion and sponsorship (TAPS). This paper aims understand why there is a consensus TAPS in face increased government regulations international criticism such marketing practices. Design/methodology/approach data were collected 71 study participants using both focus groups in-depth photo-elicitation interviews. Findings three sets beliefs. First, used that described centrality smoking Indonesian society. Second, they regulators third, activities firms. Participants’ photographs revealed strong collective validity within consensus. Research limitations/implications one first integrate legitimacy-as-perception theory ecological systems framework gain multilevel insight into are perceived as legitimate and, therefore, not unethical. Practical implications findings have important for control who wish curtail country where all levels system reinforce validity. Policy regulative initiatives must, be systemic way change this Originality/value To best authors’ knowledge, perspective literature. It also first, constructs: beliefs, show despite disapproval, continues considered ethically Indonesia.