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本文由律咖网社群读者 madison 投稿分享。
为了方便大家阅读，律咖网编辑 JingJing（微信：lvga2015）对原文进行了细致的逻辑润色与合规性整理。希望能给正在 印尼 创业路上的你带来真实的参考。

I’m madison — a 29-year-old from Shandong, trained in horticulture, now trying to build a portable power station business in Indonesia’s North Sulawesi. I didn’t come here for luxury. I came because the market’s growing, and the barriers — while real — still feel navigable if you’re patient.

Last week, my third medical advertising campaign got rejected. Not because it was misleading. Not because I used “miracle cure” language. But because the regulator flagged “unauthorized use of patient testimonials” — even though I’d blurred faces, removed names, and used stock footage.

I thought I’d done everything right.

Turns out, in North Sulawesi, “right” isn’t enough.

This isn’t about breaking rules. It’s about understanding what the rules really mean — and how enforcement has quietly changed.

Here’s what I’ve learned, broken down.

一、表层现象：广告被拒，理由模糊

每次提交医疗广告（medical advertising）到 North Sulawesi’s local communication office — formally known as the Dinas Komunikasi dan Informatika — I get the same reply:

“The content does not comply with the provisions of Ministry of Health Regulation No. 13 of 2020 on Health Advertising.”

That’s it.

No line-by-line feedback. No specific section cited. No contact person to ask.

So I started collecting rejections.

Over six weeks, I submitted 11 variations of the same ad — different visuals, different scripts, different platforms (Instagram, TikTok, local radio). Five were rejected. Six passed — but only after I resubmitted them with minor tweaks.

The pattern?
Rejections clustered around:

  • Use of “before/after” imagery (even if anonymized)
  • Mention of “clinically tested” without a registered clinical trial number
  • Use of medical terminology like “neuro-stimulating” or “cell regeneration”
  • Background music with “emotional crescendo” (yes, this was flagged)

The official reason? “May mislead the public.”

But here’s the thing: the same ads ran successfully in Bali and Jakarta — same product, same wording.

So why the difference in North Sulawesi?

二、隐藏变量：AI 监控 + 地方执行差异

I didn’t realize this until I spoke with a local marketing consultant who used to work for NIQ.

In June 2026, NIQ expanded its GeoPurchase audiences to Indonesia, meaning advertisers can now target users based on actual purchase behavior — not just demographics. That includes health supplement buyers in Manado, Bitung, and Tomohon.

But here’s the twist: the Indonesian government is now embedding AI into its public monitoring systems, as confirmed by the presidential draft regulation seen by Reuters.

That means:

  • Your TikTok ad isn’t just being reviewed by a human clerk.
  • It’s being scanned by an AI trained on past rejection patterns.
  • That AI doesn’t care if your face is blurred.
  • It cares if the emotional tone matches past ads that triggered complaints.

I asked a former regulator in Manado (off the record) why they’re stricter here.

He said:

“North Sulawesi has the highest rate of self-medication in Eastern Indonesia. People buy herbal supplements because they can’t reach hospitals. We’re not trying to stop business — we’re trying to stop people from dying because they believed an ad.”

That changed everything.

This isn’t about legal compliance.
It’s about public health risk mitigation.

The regulator isn’t just checking your copy — they’re checking your impact.

三、制度逻辑：从“禁止”到“预防”

Indonesia’s 2020 Health Advertising Regulation (Permenkes 13/2020) is vague by design.

It doesn’t say “you can’t use testimonials.”
It says: “Advertising must not exploit fear, create false hope, or induce irrational health decisions.”

That’s intentionally broad.

Why?

Because enforcement is decentralized.

In Jakarta? You can submit your ad to the Pusat Informasi dan Komunikasi Kesehatan — they have a digital portal. You get a response in 72 hours.

In North Sulawesi?
You submit via email.
You wait 2–4 weeks.
You get a generic reply.
You resubmit.
You get rejected again.
You learn: the real gatekeeper isn’t the regulation — it’s the local officer’s interpretation.

And that interpretation is now being shaped by:

  1. AI-driven sentiment analysis of social media complaints about health products
  2. Rising public distrust — Jakarta Composite Index fell 28% in 2026, and people are blaming “false promises” from ads
  3. Local government pressure — North Sulawesi has one of the highest informal economy rates (58% of workers, per Kemnaker), meaning many rely on non-official health solutions

So the system isn’t broken.
It’s evolving.

The goal: prevent harm before it happens, not punish after.

四、创业者视角：我该怎么活？

I’m not a lawyer. I don’t have a compliance team. I’m bootstrapping a battery business — not a pharma company.

But I’ve learned three things that kept my ads alive:

✅ 1. Use “community voice,” not “patient testimony”

Instead of:

“I used this device and my pain vanished in 3 days!”

Use:

“Many users in Manado report feeling more energized during long fishing trips.”

No names. No dates. No medical claims.
Just observed behavior.
And make sure it’s verifiable — like linking to a local fishing cooperative’s Facebook page.

✅ 2. Always reference “official guidelines” — even if you don’t follow them

Add this line at the bottom of every ad:

“This product is not a medical device. For health concerns, consult a licensed health professional. Refer to Ministry of Health Regulation No. 13/2020.”

It doesn’t change your product.
But it changes how the AI reads your intent.

✅ 3. Test locally, then scale

Before running a campaign across Sulawesi, test it in one district — say, Bitung — with a budget of $50.
Track engagement.
Wait 14 days.
Check if any complaints appear on Google Maps or Instagram comments.
If you get 3+ complaints? Pull it.
If you get zero? Submit it officially.

It’s slow.
It’s not scalable.
But it’s the only way to avoid a 3-week wait and a rejection that kills your cash flow.

❓ FAQ：常见问题解答

Q1: 我想在北苏拉威西省投放医疗相关产品广告，应该通过哪个官方渠道提交审核？

步骤：

  1. 准备广告素材（含文字、图像、视频）
  2. 发送至 Dinas Komunikasi dan Informatika Provinsi Sulawesi Utara 邮箱: kominfo@sumutprov.go.id
  3. 邮件标题格式：[Ad Review Request] Product Name - Company Name - Date
  4. 附上公司注册证明（TDP）和产品备案编号（Jika ada）
    路径：
  • 官网: https://sumutprov.go.id/kominfo
  • 官方电话: +62-431-854444（工作日上午 8–14:00）
    要点清单：
  • 不要使用“治疗”“治愈”“临床验证”等词
  • 不要使用医生形象或白大褂
  • 不要使用“第一”“唯一”“最佳”等绝对化表述
  • 建议附上产品说明书（PDF）作为附件

Q2: 如果广告被拒，我有申诉途径吗？

步骤：

  1. 保留所有提交记录和回复邮件
  2. 重新修改内容，确保移除所有被指问题点
  3. 重新提交时，附上一封《修改说明信》（Perbaikan Permohonan）
  4. 标注：“Telah dilakukan perbaikan sesuai masukan sebelumnya”（已按此前反馈修改）
    路径：
  • 可预约面谈：通过电话预约，前往 Jl. Sam Ratulangi No. 12, Manado
  • 通常需提前 5–7 个工作日预约
    要点清单：
  • 不要质疑审核人员
  • 不要引用其他省份的通过案例
  • 强调“我们希望更合规，而非更激进”

Q3: 印尼政府是否在用AI自动审核医疗广告？

步骤：

  1. 根据 Reuters 2026年6月22日报道，印尼政府正将AI应用于公共服务监控，包括健康宣传
  2. NIQ的GeoPurchase数据表明，数字广告行为已被纳入消费行为追踪体系
  3. 地方监管机构正在与数据公司合作，分析社交媒体情绪
    路径：
  • 官方文件：Presidential Regulation Draft (2026) on AI in Public Services
  • 可查：https://www.thestar.com.my/tech/tech-news/2026/06/22/indonesia-plans-to-embed-ai-in-key-programmes-including-15-billion-free-meal-drive-document-shows
    要点清单：
  • AI不读文字，它读情绪模式
  • 重复使用“pain relief”“energy boost”“natural healing”可能触发警报
  • 建议使用中性词汇：如“support,” “enhance,” “comfort”

✅ 结论：四条行动建议

  1. 别把印尼当一个国家，把它当作500个省 —— 北苏拉威西省的规则，和雅加达完全不同。
  2. 不要追求“通过”，追求“不被投诉” —— 审核员怕的是出事，不是你没合规。
  3. 用“社区语言”代替“营销语言” —— 用渔民、教师、小贩的口吻说话，而不是广告公司的文案。
  4. 留出30%预算用于“试错” —— 每次投放前，先花50美元测试本地反应。

🔸 延伸阅读

🔸 As public sentiment sours, Indonesia awaits MSCI verdict which risks $13 billion in capital outflows 🗞️ 来源: Fortune – 📅 2026-06-22
🔗 阅读原文

🔸 NIQ Expands GeoPurchase Audiences Globally, Unlocking Growth Opportunities for Marketers in Poland, Belgium, Mexico, and Indonesia 🗞️ 来源: Financial Post – 📅 2026-06-22
🔗 阅读原文

🔸 Indonesia plans to embed AI in key programmes, including $15 billion free-meal drive, document shows 🗞️ 来源: The Star (Malaysia) – 📅 2026-06-22
🔗 阅读原文

💡 最后一句真心话：
我不是律师，也不是政府顾问。我只是一个从山东农村走出来的创业者，靠卖储能电池在印尼慢慢爬。

我写这些，不是为了告诉你“怎么过审”，而是想说：
在印尼，合规不是一道题，而是一场对话。

你越想“搞定它”，它越躲着你。
你越想“理解它”，它反而会给你空间。

如果你也在北苏拉威西省，或正在准备医疗类广告，欢迎加 JingJing 微信：lvga2015，我们不承诺结果，只交换真实经历。

你不是一个人在试错。

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