Blibli Launches 10-Second JEDA Campaign After 432,000 Fraud Reports in Indonesia
Updated
Updated · VOI English · May 20
Blibli Launches 10-Second JEDA Campaign After 432,000 Fraud Reports in Indonesia
1 articles · Updated · VOI English · May 20
More than 158,000 Indonesians joined Blibli’s JEDA social experiment, which urges users to pause for 10 seconds before clicking, shopping or reacting online.
Seven in 10 participants said they felt calmer after the brief pause, supporting the campaign’s premise that slowing down can curb impulsive behavior and improve decisions.
The push comes as Indonesia Anti Scam Center logged over 432,000 fraud reports and Rp9.1 trillion in losses between Nov. 22, 2024 and Jan. 14, 2026; an APJII survey found 22.12% of internet users had faced online fraud.
The experiment found clickbait still strongly triggers users, adults over 65 were the most likely to click such banners, and impulsive behavior peaked around 09:00, 11:00, 13:00 and 15:00 WIB.
Backed by ministries, Bank Indonesia and the e-commerce association idEA, the initiative frames a short pause as a first layer of consumer protection in Indonesia’s fast-moving digital economy.
As AI supercharges online scams, can a simple 10-second pause truly be our best defense?
Can a national mindfulness campaign combat a global, multi-billion dollar scam industry run from industrial-scale compounds?
Indonesia’s Digital Fraud Crisis: 66,271 Scam Accounts Blocked, $8 Billion at Risk, and the Urgent Push for Multi-Stakeholder Solutions in 2026
Overview
Blibli launched the JEDA campaign in early 2026 as an immediate response to Indonesia’s escalating digital fraud crisis. The campaign centers on the 'JEDA 10 detik' concept, encouraging users to take a 10-second pause before making online decisions or responding to suspicious prompts. This simple practice aims to lower impulsive reactions and help users think critically, making it easier to avoid digital scams. By equipping consumers with a mental framework for safer online transactions, the JEDA campaign seeks to build a more resilient and aware user base in the face of growing digital threats.