The Indonesian Broadcasting Commission (KPI) sent stern warning letters to 11 domestic TV stations regarding a Shopee commercial featuring K-pop supergroup Blackpink.
Commissioner and Coordinator of Central KPI Broadcasting Hardly Stefano said the showing of the advertisement potentially contradicted the norms of modesty adopted by the Indonesian society in general.
“We ask manufacturers to make advertisements and promote to always pay attention to brand safety, so as not to cause negative perceptions of the products or services offered,” said Hardly.
The advertisement in question is a 30-seconder commercial titled ‘Shopee Road to 12.12 Birthday Sale’ which shows Blackpink members Jisoo, Jennie, Rosé, and Lisa dancing and singing while wearing miniskirts.
The Central KPI said that the commercial potentially violates Article 9 Paragraph (1) of the 2012 Broadcasting Program Guidelines and Standards which states the obligation of broadcast programs to pay attention to the norms of decency and decency upheld by the diversity of culture-related audiences.
The ban stemmed from a petition on change.org on December 7, 2018 started by Maimon Herawati demanding that the Blackpink commercial be removed for being “vulgar”, for movements and expressions that are provocative, and for being far from Pancasila values. The petition has gathered more than 100,000 signatures.
A Blackpink fan named Uci Fauzia also started a petition on change.org for KPI to not ban the ad, gaining more than 80,000 signatures as of this writing.
In response to the order and the complaints, Shopee issued an official statement saying they appreciated the feedback and considered them as “very useful inputs” for future actions. They pointed out, however, that the advertisement has previously been approved by the Lembaga Sensor Film Indonesia (the country’s censorship institute). prior to its airing.
Shopee has reportedly adjusted the airing hours of the commercial as a response to the petition, according to e27. But the commercial was replaced anyway because Shopee was promoting another type of sale.
“We have set the schedule for the commercial airing to end on Tuesday, December 11, and air a new commercial for Shopee 12.12 Shopee Birthday Sale to welcome our birthday on Hari Belanja Online Nasional (National Online Shopping Day),” says Country Brand Manager of Shopee Indonesia Rezki Yanuar.
Blackpink fans react to KPI order
Meanwhile, the KPI tweet regarding the Blackpink commercial continue to receive feeback from irate fans who find the order ridiculous and hypocritical. Comments had reached over 2,500 as of this writing.
While some people are siding with the KPI order, the reactions from Blackpink fans are mostly negative.
Blackpink has a strong following in Indonesia and has scheduled to have a stop in Jakarta for their “2019 World Tour Blackpink: In Your Area” on January 20, 2019.