CONSUMER PROTECTION AGAINST DECEPTIVE ADVERTISING PRACTICES BY INFLUENCERS ON CHINESE SKINCARE PRODUCTS MARKETED IN INDONESIA

Budi, Laura Layne Sinipete (2025) CONSUMER PROTECTION AGAINST DECEPTIVE ADVERTISING PRACTICES BY INFLUENCERS ON CHINESE SKINCARE PRODUCTS MARKETED IN INDONESIA. S1 thesis, Universitas Jambi.

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Abstract

This research is motivated by the increasingly widespread practice of deceptive advertising in the marketing of Chinese skincare products in Indonesia, especially by influencers through endorsements on UGC-based social media, which has not been fully covered by the Indonesian positive legal system. This practice utilizes regulatory loopholes and has the potential to harm consumers, especially in terms of limited transparency of product information, both in claims of composition or active ingredients and the origin of the product. This research uses normative juridical method with statutory, conceptual, and comparative approaches. Data is obtained through a literature study of laws and regulations, legal journals, and literature related to digital marketing practices and consumer protection. The results show that regulations related to deceptive advertising are still general, without specific arrangements for influencer-based marketing practices and UGC content. In addition, administrative sanctions in BPOM Regulation No. 3 of 2022 do not cover company closure, and supervision of product claims is still weak due to limited laboratory infrastructure and comparative standards. Influencers as legal subjects are still in a gray area, making it difficult to attract their legal liability. Prosecution of deceptive advertising offenders also faces serious evidentiary challenges, as consumers do not have access to endorsement contracts, and laboratory test results. Keywords: Consumer Protection, Deceptive Advertising, Social Media Influencer, Skincare

Type:	Thesis (S1)
Subjects:	K Law > K Law (General) L Education > L Education (General)
Divisions:	Fakultas Hukum > Ilmu Hukum
Depositing User:	BUDI
Date Deposited:	04 Jun 2025 06:56
Last Modified:	04 Jun 2025 06:56
URI:	https://repository.unja.ac.id/id/eprint/79207

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