The Role of Regulatory Communication

Governments act as regulators, developing legal frameworks to create a better societal structure. However, regulations alone are not enough—without effective communication, policies often fail to be implemented properly. This is where regulatory communication plays a crucial role in transforming complex policies into accessible and actionable knowledge for the public.

Bank Indonesia’s approach in educating the public about the QRIS digital payment system stands as a prime example of successful regulatory communication. Through effective communication strategies, QRIS has been adopted by over 55 million users, significantly increasing cashless transactions across various business sectors and social groups. Applying similar strategies to other regulations, such as the Personal Data Protection Law, can demonstrate how effective regulatory communication drives behavioral change.

Key Success Factors in Regulatory Communication

1. Clear and Simple Language

QRIS was communicated in a straightforward manner, avoiding technical jargon that might confuse the public. The main messaging in the QRIS campaign was designed to be simple and focused on direct benefits, such as “One QRIS for All Payments.” This tagline highlighted the ease of digital transactions and eliminated confusion around multiple QR codes.

Similarly, personal data protection communication should emphasize immediate risks stemming from negligence, such as identity theft, banking fraud, or online stalking. This approach raises awareness and encourages proactive action from individuals.

 2. Multi-Channel Strategy for Public Education

QRIS was not promoted through a single medium but across multiple channels to reach diverse segments of society. Bank Indonesia and its banking partners leveraged various platforms, including social media, digital advertisements, SME onboarding programs, and influencer collaborations.

A multi-channel approach is also essential in educating the public about personal data protection regulations. Alongside clear and compelling educational materials, information dissemination must occur through various platforms to ensure accessibility across different demographics.

3. Incentives to Drive Adoption

One of the key factors behind QRIS’s success was the provision of incentives for both users and small-medium enterprises (SMEs). Tailored incentives helped accelerate adoption across different market segments.

A similar approach can be applied to personal data protection regulations. For example, providing benefits such as recognition or rewards for companies and institutions that actively support data privacy education and transparency can encourage broader compliance. 

4. Collaboration in Building an Ecosystem

QRIS’s success was also driven by collaboration between Bank Indonesia, financial institutions, fintech companies, SMEs, and other stakeholders. This ecosystem-wide effort facilitated widespread adoption and efficient communication.

Likewise, personal data protection regulation requires strong collaboration between the government, financial sector, tech companies, and legal entities to establish a robust data privacy ecosystem. Engaging the public in these efforts can further enhance information dissemination across different communities. 

5. Strengthening Branding and Positioning as Part of Digital Transformation

QRIS was not just perceived as a regulation but as an integral part of Indonesia’s national digital transformation agenda. Bank Indonesia positioned QRIS as the “National Digital Payment Standard” and integrated it into broader government narratives on fostering a digital economy.

A similar approach can be adopted for personal data protection regulations. Regulators should communicate the significance of data protection as a fundamental right safeguarded by the government. Positioning data privacy regulations as part of the country’s digital transformation journey can make people feel more connected and motivated to comply.

From QRIS’s success, we learn the importance of clear and contextual communication, a multi-channel outreach approach, and relevant incentives in driving regulatory adoption. Additionally, sector-wide collaboration and strong positioning as part of a larger digital transformation initiative can enhance public engagement and compliance.

 

Applying these strategies to personal data protection regulations can drive real action within society—just as QRIS successfully reshaped digital payment behaviors in Indonesia.