Consumer Protection in Indonesian Social Commerce: Comparative Insights from Malaysia and Vietnam
DOI:
https://doi.org/10.23969/litigasi.v27i1.35678Keywords:
Consumer Protection, Data Security, Social Commerce, Transaction Transparency, Comparative Legal AnalysisAbstract
Although, social commerce has developed into one of the main ways that Indonesian, Malaysian or Vietnamese consumers and sellers do business in their digital spaces. Although the social commerce literature continues to expand, it remains a phenomenon that is barely examined as a consumer protection issue. The main objectives of this research are to analyze the adequacy of regulation in the three jurisdictions and make proposals for normative reforms to improve consumer laws in social commerce in Indonesia. This study uses doctrinal legal research with statutory and comparative approaches, supported by progressive law theory and teleological legal reasoning. Results show that institutional enforcement is stronger in Malaysia and Vietnam, as the countries directly enable control through the respective supervisory institutions. This is especially the case with regard to Malaysia, which distinguishes clearly between liability for companies and individuals. Indonesia under-details of many of the operational guardrails essential to social commerce including honest discounting and transparency in pricing information, equitable return/refund responsibility allocation, detailed disclosure requirements and straightforward breach-notification practice. Using the legal transplant analysis feasibility framework, this study proposes that Indonesia should establish a standalone personal data protection authority and draft technical implementing regulations on pricing transparency, refund-cost allocation, disclosure duties and breach-notification procedures. This study analyzes the prevalence of false advertising and consumer deception on social media, through highly niche yet important scholar perspective focused on consumer protection with practical implications for legal scholars and regulating entities alike.
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