PELANGGARAN ETIKA PERIKLANAN: PARADIGMA TANGGUNG JAWAB HUKUM INFLUENCER TERHADAP PERBUATAN ENDORSEMENT

Abstract

Influencers are well-known individuals who have a large following on social media and are considered a strong influence on their followers. Because they have influence and a large number of followers, many business actors hire influencer endorsement services. This aims to expand market reach so that the products of business actors can be recognized by many people. However, there is no guarantee that the information submitted by Influencers in advertising a product is correct. The reviews given can be misleading, so that in reality consumers are always in a position of ignorance and are always at a loss. This study aims to determine the forms of violations in advertising procedures and legal liability for the behavior of influencers when making endorsements by comparing the laws and regulations related to the problems studied. Researchers want to know which laws and regulations are more relevant in giving the burden of responsibility to these influencers. This research uses normative legal research methods. The approach used in solving the problems in this research is the statutory approach and conceptual approach. The results of this study indicate that there are no special regulations governing influencers who do endorsements on social media. Although there are no specific regulations governing influencers, it is emphasized that influencers can follow the regulations regarding advertising when making endorsements.   Keywords: Influencer, endorsement, accountability