E‑commerce is next in Indonesia’s sweeping crackdown on digital platforms. Communications and digital minister Meutya Hafid warns that children have already fallen victim to scams through online shopping sites – a shift that reframes the focus from curbing protection against cyberbullying, addiction and pornography to consumer protection.
What began as a ban on teenagers using social media is now expanding into the very marketplaces that fuel Southeast Asia’s digital economy, converging discussions on parental trust, platform accountability and the future of youth engagement online.
In March, the Indonesian government initially targeted eight “high risk” platforms: YouTube, TikTok, Facebook, Instagram, Threads, X, streaming service Bigo Live and most recently, gaming platform Roblox. But in an interview with AFP in May, Hafid said the regulation will eventually apply to “all digital platforms”, including online shopping sites, though details on the e-commerce ban have not yet been released.
Bunga Istyani, We Are Social's strategic planning director, has observed platforms being squeezed by compliance costs and a shrinking user base in recent weeks. Roblox has already moved on age verification, and others soon will follow. “But the real loss isn’t just numbers, ” says Istyani, “it’s losing the demographic that sets trends and drives the content loops that keep platforms relevant. ”
Indonesia is home to more than 284 million people, and more than half of its population are active users on social media. The nation is among the world’s largest social media markets, ranking third in the world, and is the largest e-commerce market in Southeast Asia, valuing at approximately $65 billion, according to Statista.
Yet it joins countries such as Australia – which has already enforced a nationwide under-16 ban – and others in Asia including China, Malaysia, Singapore and the Philippines, where governments have tightened rules on teen access to digital platforms. New compliance measures on digital platforms range from age‑verification technology to stricter content regulation. Non‑compliance with Indonesia’s phased ban could result in fines or even suspension of services.
“The ban doesn't hit commerce the way people assume, ” says Istyani. “TikTok Shop already requires users to be 18+, so under-16s were never really the buying audience to begin with. Where it does land is more related to reach and discovery. Business-owned Instagram accounts have been shedding followers as PP Tunas, Indonesia’s new child protection regulation for digital platforms, quietly deactivates underage accounts. ”
The objective of the new rules is to support parents in protecting their children from the influence and risks posed by big digital platforms. The government argues that without regulation, families are left at a disadvantage when trying to safeguard children against scams and harmful online content. By requiring age verification and parental consent, PP Tunas reframes oversight as a shared responsibility between families and platforms.
“I think the regulation is quietly doing something positive for the industry that can be considered a net positive: forcing more honest audience segmentation," Istyani adds. “Getting cleaner on that isn't just a compliance exercise. It tends to produce better, more durable brand relationships anyway. Spaces that were once overlooked, like educational platforms, lower-risk gaming spaces, and brand-owned digital experiences are now worth a second glance for alternative strategies," she adds.
Fuad Arrasyid, account director at Vero Indonesia echos this perspective. "Since brands won't be building desire directly with children on e-commerce platforms anymore, the focus will naturally need to shift toward connected audiences – parents, older siblings and educators. Marketing will likely evolve to appeal to family-setting consumption rather than targeting the individual child.”
“The communications industry is full of creative problem-solvers," he continues, "and I’m optimistic they'll find responsible ways to adapt. We might see a renewed focus on communications and brand experiences in safe, physical public spaces – schools, malls, parks and tailored family events where parents can actively supervise. These could really grow in quantity and quality, encouraging operators of these spaces to create even more family-friendly venues and redirect marketing spend that was previously focused on social media and e‑commerce.”
The recent moves by Indonesia underscore a broader shift in how governments are framing digital risk. By targeting e‑commerce, regulators are signalling that consumer protection and child safety are inseparable from platform accountability. For digital platforms – and by extension digital marketers in Indonesia – the message is clear: those that embrace regulation not as a burden but as a brand‑building opportunity will be best positioned to win trust and loyalty from consumers in one of the world’s most dynamic digital markets.
