The Legal Responsibilities Business Actors' Toward consumers For Misleading Advertising Information
Published:
2026-11-04Abstract
This study aims to analyze the responsibilities of business actors regarding misleading advertising information from the perspective of consumer protection law, particularly in the context of the digital era. This study aims to analyze the application of the principle of strict liability, identify the characteristics of deceptive advertising on digital platforms, and assess the effectiveness of available legal protection mechanisms. This study employs normative legal research methods that are descriptive and analytical, utilizing a statutory approach. Data collection was conducted through a literature review using primary, secondary, and tertiary legal sources related to business actors' responsibilities for misleading advertising. The analysis was conducted using a qualitative, prescriptive method through the process of identifying, classifying, systematizing, and interpreting the collected legal material using deductive reasoning. This study demonstrates that the application of the principle of strict liability in consumer protection law faces significant challenges in the digital era, particularly in establishing clear criteria for recognizing misleading advertising on digital platforms. The participation of multiple parties in digital advertising distribution channels creates difficulties in establishing responsibility when customers experience losses. The effectiveness of existing dispute resolution systems has not yet reached optimal levels, particularly in providing adequate compensation for non-material losses. Future regulatory developments need to adapt to technological advances and adopt international harmonization principles to address the limitless characteristics of digital advertising.
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Copyright (c) 2026 Engeli Yuliana Lumaing, Fatimah Hs, Agustien Cherly Wereh Ilham
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