Perlindungan Konsumen Terhadap Produk Palsu Di E- Commerce
Keywords:
Consumer Protection, Counterfeit Goods, E-Commerce, Marketplace Liability, Systematic Literature ReviewAbstract
The rapid growth of Indonesia’s digital economy has significantly transformed commercial transactions by increasing efficiency, accessibility, and market expansion through e-commerce platforms. However, this development has simultaneously contributed to the widespread circulation of counterfeit goods in digital marketplaces, including counterfeit electronic products, replica mobile phones, illegal health products, and cosmetics with misleading or exaggerated claims. Such practices create substantial information asymmetry between sellers and consumers and undermine consumers' rights to obtain accurate, transparent, and reliable information regarding products offered in the digital marketplace. This study aims to analyze the effectiveness of Indonesia’s legal framework, particularly the Consumer Protection Law and the Electronic Information and Transactions Law, in addressing the circulation of counterfeit goods in e-commerce transactions, while also examining the extent of legal responsibility borne by marketplace operators. The research employs a qualitative approach using the Systematic Literature Review (SLR) method based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol. A total of ten national scientific articles published between 2022 and 2025 were selected and systematically analyzed as the primary sources of legal data. The findings reveal that although Indonesia's existing legal instruments are normatively adequate, their implementation remains ineffective due to regulatory gaps, the limited liability imposed on marketplace providers under the Safe Harbor approach, weak digital market supervision, and low levels of consumer digital literacy. This study argues that consumer protection in the digital era requires a shift from a reactive legal model toward a preventive and proactive regulatory framework. Marketplace operators should therefore be subject to enhanced due diligence obligations and may be held under vicarious liability or strict liability principles when they fail to prevent the circulation of counterfeit products on their platforms. The study concludes that strengthening marketplace accountability is essential to achieving a balanced regulatory framework that supports digital economic growth while ensuring effective consumer protection in Indonesia's evolving cyber marketplace.
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