A Critical Construction of Surrogate Advertising in User-Generated Content (UGC) Animated Biopics amid the Cyber Media Regulatory Vacuum

Abstrak

The rapid evolution of digital platforms has driven a monumental shift toward User-Generated Content (UGC), as evidenced by the proliferation of AI-powered animated biopic content as a new form of digital marketing, including tobacco advertising. This study analyzes the discourse construction of covert cigarette promotion (surrogate advertising) through AI-based biopic animation videos on the Instagram account @otakplastisin, amidst strict restrictions under PP No. 28 Tahun 2024 and UU No. 32 Tahun 2002. Employing Norman Fairclough’s Critical Discourse Analysis, this qualitative research examines this practice within the context of Indonesia's cyber media regulatory vacuum. The results indicate that the videos build a positive image of the tobacco industry through inspiring narratives of Djarum's business success, while systematically omitting health hazard issues. At the discursive level, the content spreads organically via Instagram algorithms without utilizing paid advertising mechanisms. Socioculturally, this phenomenon exposes an acute regulatory vacuum; current laws are paralyzed as they only target official corporate paid advertising. Consequently, this User-Generated Content (UGC)-based surrogate advertising enjoys absolute legal impunity, normalizing the tobacco industry's image among the younger generation. The study concludes that more adaptive cyber media regulations are urgently needed to counter the transformation of AI-based digital cigarette promotions.