KEWAJIBAN ENDORSER ATAS PENGANJURAN SUATU PRODUK PADA MEDIA SOSIAL MENURUT PERATURAN PERUNDANG-UNDANGAN DI INDONESIA DALAM PERBANDINGAN DENGAN AMERIKA SERIKAT, INGGRIS DAN INDIA

Authors

Nurul Ain MubarikahFollow

Abstract

Endorsement of products and services in social media is a lucrative business for celebrities or social media influencers. Producers of goods and services believe that celebrities or social media influencers has the power to influence purchasing decisions of many people. Social media endorsements are not specifically regulated in Indonesian laws and regulations. However, Indonesian Advertising Ethics – 2014 Amendment, compiled by Indonesian Advertising Board, specifies that an endorser is prohibited from using personal social media as an advertising medium to endorse goods and/or services, unless if the endorser clearly mention that it is a paid endorsement. The financial aspect of the endorsement between the producer of goods and/or services and the endorser must be disclosed in the endorsement. Disclosure of the financial aspect of an endorsement is also regulated in the United States, United Kingdom and India. Social media endorsement regulation or guidance in the United States, United Kingdom and India also regulate or guide other issues with respect to endorsement, namely the endorser's honest explanation regarding the endorsed product, the fact that the endorser has actually used the endorsed product, disclosure of any other (current or past) relationship between the producer / advertiser of the endorsed product and the endorser, and the obligation of the endorser to carry out a due diligence of the goods and/or services to be endorsed. Indonesia needs to regulate social media endorsement soon and the regulations from the other countries can enrich the references in preparing the future Indonesian regulation.

Bahasa Abstract

Endorsement atas produk barang dan jasa di media sosial adalah bisnis yang menguntungkan bagi selebritas atau influencer media sosial. Produsen barang dan jasa menganggap selebritas atau influencer media sosial sebagai pihak yang dapat dipercaya dan dapat mempengaruhi keputusan pembelian orang lain. Di Indonesia, endorsement pada media sosial belum diatur secara khusus dalam ketentuan peraturan perundang-undangan. Namun, hal ini telah diatur di Etika Pariwara Indonesia-Amandemen 2014 yang disusun oleh Dewan Periklanan Indonesia yang menyebutkan bahwa seorang endorser dilarang untuk menggunakan media sosial pribadi untuk menayangkan iklan komersial, kecuali sebelumnya telah secara jelas menyebutkan adanya unsur iklan komersial tersebut. Dalam hal ini, keberadaan unsur finansial antara produsen barang dan jasa/pembuat iklan dengan endorser harus diungkapkan oleh endorser yang melakukan endorsement pada media sosial pribadinya. Unsur finansial ini juga diatur pada pengaturan mengenai endorsement melalui media sosial di Amerika Serikat, Inggris dan India. Pengaturan endorsement melalui media sosial di Amerika Serikat, Inggris dan India cukup beragam, antara lain terkait kejujuran mengenai produk barang dan/atau jasa yang dianjurkan dan bahwa endorser telah benar- benar menggunakan produk barang dan/atau jasa yang dianjurkan, pengungkapan hubungan apapun antara produsen/pembuat iklan dengan endorser yang ada saat ini maupun di masa lampau, hingga kewajiban endorser untuk melakukan due diligence atas produk barang atau jasa yang akan dianjurkan olehnya. Indonesia perlu untuk segera mengatur ketentuan endorsement melalui media sosial dan ketentuan dari negara-negara lain tersebut dapat memperkaya rujukan dalam penyusunan aturan terkait di Indonesia.

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Peraturan

Indonesia. Undang-Undang tentang Perlindungan Konsumen. UU Nomor 8 Tahun 1999, LN Tahun 1999 No. 42, TLN No. 3821.

Recommended Citation

Mubarikah, Nurul Ain (2021) "KEWAJIBAN ENDORSER ATAS PENGANJURAN SUATU PRODUK PADA MEDIA SOSIAL MENURUT PERATURAN PERUNDANG-UNDANGAN DI INDONESIA DALAM PERBANDINGAN DENGAN AMERIKA SERIKAT, INGGRIS DAN INDIA," "Dharmasisya” Jurnal Program Magister Hukum FHUI: Vol. 1, Article 13.
Available at: https://scholarhub.ui.ac.id/dharmasisya/vol1/iss1/13