INFLUENCERS LIABILITY TOWARDS CONSUMERS FOR PRODUCTS PROVEN TO BE OVERCLAIMED
Keywords:
Legal Protection, Liability, Influencers, Consumers, OverclaimAbstract
In the current era of globalization, collaboration between businesses and influencers has become a common phenomenon. However, these kind of phenomenon also brings risks such as overclaiming on the promoted products which may cause disappointment, loss of consumer trust, and potential financial losses. Therefore, this study aims to determine how influencers are liable towards consumers for promoting overclaimed products. The research method used in this article is normative juridical method with secondary data in the form of laws and regulations, previous research, reference books, and publications. The research results in this article show that an influencer who endorses can be categorized as an advertising business actor. Influencer as an advertising business actor can be penalized, in the case of promoting overclaimed products influencers violate Article 17 Paragraph (1) point a and c UU No.8/99 with a maximum imprisonment of 5 years or a maximum fine of IDR 2 billion.
Downloads
References
Dewi, R. S. (2021). Point of View Research Management Juridical Study of Responsible of Business Actors if Consumers Experience Losses. Point of View Research Management, 2(1), 47–52. https://journal.accountingpointofview.id/index.php/povrema
Hariyanti, N. T., & Waripraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Jurnal Manajemen dan Inovasi (MANOVA), 1(2). https://doi.org/10.15642/manova.v1i2.350
Latief, A. (2018). Analisis Pengaruh Produk, Harga, Lokasi dan Promosi terhadap Minat Beli Konsumen pada Warung Wedang Jahe (Studi Kasus Warung Sido Mampir di Kota Langsa). Jurnal Manajemen dan Keuangan, 7(1), 90–99. https://doi.org/10.33059/jmk.v7i1.756
Nur, Y. H., & Prabowo, D. W. (2011). Penerapan Prinsip Tanggung Jawab Mutlak (Strict Liability) dalam Rangka Perlindungan Konsumen. Buletin Ilmiah Litbang Perdagangan, 5(2), 177–195.
Nurhayati, H. (2023). Number of Instagram Influencers in Indonesia as of June 2023, by follower count. statista.com. https://www.statista.com/statistics/1377731/indonesia-number-of-instagram-influencers-by-followers-count/
Oktavira, B. A. (2021). Risiko Hukum Artis yang Meng-endorse Kosmetik Illegal. hukumonline.com. https://www.hukumonline.com/klinik/a/risiko-hukum-artis-yang-meng-iendorse-i-kosmetik-ilegal-lt5c90127000d5d/
