PERLINDUNGAN HUKUM BAGI KONSUMEN TERHADAP PRAKTIK IKLAN MENYESATKAN OLEH INFLUENCER DALAM TRANSAKSI E-COMMERCE PADA PLATFORM TIKTOK SHOP

Abstract

The development of digital technology and social media has driven the transformation of e-commerce practices, particularly through the TikTok platform, which integrates promotional and transactional functions into a single digital ecosystem. In practice, influencers play a significant role in influencing consumers’ purchasing decisions through the promotional content they share. However, it is not uncommon to find advertisements containing false, exaggerated, or misleading information, which has the potential to cause harm to consumers. This study aims to analyze the forms of legal protection provided to consumers against misleading advertisements by influencers in e-commerce transactions on TikTok, the legal liability of influencers and business operators for resulting losses, as well as law enforcement efforts against such practices. The research method employed is normative legal research using a statutory approach, a conceptual approach, and a case study approach. The data sources used consist of primary, secondary, and tertiary legal materials obtained through a literature review. The results of the study indicate that legal protection for consumers is regulated under Law No. 8 of 1999 on Consumer Protection, the Electronic Information and Transactions Law, and regulations related to electronic commerce. Influencers and business operators may be held legally liable if they are found to have disseminated false or misleading information that results in consumer harm. Law enforcement can be carried out through preventive measures such as monitoring and education, as well as through repressive measures such as dispute resolution, compensation, or the imposition of sanctions in accordance with applicable laws and regulations.