Unlawful Endorsements: Examining Influencer Liability for Illegal Product Promotion
DOI:
https://doi.org/10.25217/jm.v10i2.6896Keywords:
Influencer, Endorsement, Illegal Products, Civil Liability, Consumer Protection.Abstract
The rapid expansion of digital technology and social media has transformed marketing practices, positioning influencers as central actors capable of shaping consumer perceptions and purchasing behavior. However, this shift has also generated new legal issues, particularly the increasing number of influencers endorsing illegal products such as unregistered cosmetics, unsafe supplements, and fraudulent investments. The main problem addressed in this study concerns the unclear legal position of influencers in promotional activities involving illegal products and the extent of their civil liability when consumers suffer harm as a result of misleading endorsements. This study aims to analyze the legal status of influencers as endorsers of illegal products under Indonesian civil law and to examine the forms of legal responsibility arising from their promotional activities. Employing a normative juridical method, the research utilizes statutory, conceptual, and case approaches, supported by primary legal materials including the Consumer Protection Law, the Civil Code, and the ITE Law and secondary sources such as academic journals, legal commentaries, and relevant case studies. Qualitative normative analysis is applied to interpret legal norms and construct arguments regarding influencer liability. The findings show that influencers can be classified as business actors when receiving economic benefits from endorsements, thus subject to consumer protection obligations. Endorsing illegal products constitutes an unlawful act due to negligence in verifying product legality, fulfilling the elements of civil liability under Article 1365 of the Civil Code. Therefore, influencers may be held responsible for consumer losses and are required to exercise caution, good faith, and compliance with advertising regulations when promoting products in the digital sphere.
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