Customer Protection Against Overclaims Daviena 7x Power Of Moonlight Body Lotion On The Tiktok Platform.

Elsa Aghitsna, Aura (2025) Customer Protection Against Overclaims Daviena 7x Power Of Moonlight Body Lotion On The Tiktok Platform. S1 thesis, Universitas Jambi.

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Abstract

The rapid growth of social media, particularly TikTok, has become a primary medium for marketing cosmetic products. However, product promotions often contain exaggerated claims (overclaim) that may mislead consumers. This research aims to analyze consumer legal protection against the overclaim of 7x Power of Moonlight Body Lotion by Daviena on the TikTok platform, focusing on promotional practices, consumer understanding, and the forms of protection provided. This study employs an empirical juridical method, examining applicable legal provisions and linking them with field findings. Data were collected through interviews with consumers, sellers, and relevant stakeholders, as well as direct observation of the product’s promotional content on TikTok. Primary and secondary legal materials, along with empirical data, were analyzed qualitatively to evaluate the consistency between legal norms and actual practices. The findings reveal that most consumers were attracted to purchase Daviena’s 7x Power of Moonlight Body Lotion due to exaggerated claims on TikTok, such as promises of instant skin whitening. Such promotional practices violate Article 9 and Article 10 of Law No. 8 of 1999 on Consumer Protection, which prohibits misleading information in advertisements. The available legal protection includes preventive measures through BPOM and Ministry of Trade supervision, as well as repressive measures such as filing complaints with the Consumer Dispute Settlement Agency (BPSK), civil lawsuits, and criminal sanctions against business actors. Nevertheless, the study also found that consumer awareness of their legal rights remains low, resulting in suboptimal implementation of consumer protection. This study concludes that increasing consumer literacy regarding their legal rights, alongside stronger government supervision of cosmetic advertising on social media, is essential to prevent consumer losses caused by overclaim practices. Keywords: Consumer Protection, Overclaim, Cosmetic Products, TikTok.

Type:	Thesis (S1)
Uncontrolled Keywords:	Customer Protection, Overclaim, Cosmetic Product, Tiktok
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Hukum > Ilmu Hukum
Depositing User:	AURA ELSA AGHITSNA
Date Deposited:	15 Oct 2025 03:16
Last Modified:	15 Oct 2025 03:16
URI:	https://repository.unja.ac.id/id/eprint/86691

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