TANGGUNG JAWAB PLATFORM E-COMMERCE ATAS PENJUALAN BARANG PALSU TERHADAP PENJUALAN KOSMETIK DI INDONESIA

Abstrak

Perkembangan platform e-commerce di Indonesia telah membuka peluang besar bagi pertumbuhan ekonomi digital, namun seiring dengan itu muncul permasalahan serius berupa maraknya peredaran kosmetik palsu yang dijual melalui marketplace digital. Produk kosmetik palsu tidak hanya menimbulkan kerugian ekonomi bagi konsumen, tetapi juga mengancam kesehatan karena kerap mengandung bahan berbahaya yang tidak memenuhi standar BPOM. Penelitian ini bertujuan untuk menganalisis tanggung jawab hukum platform e-commerce atas peredaran kosmetik palsu berdasarkan regulasi yang berlaku di Indonesia, mengkaji bentuk-bentuk pelanggaran yang umum terjadi terkait penjualan kosmetik palsu di platform digital, serta merumuskan konsep tanggung jawab yang ideal bagi platform e-commerce dalam upaya perlindungan konsumen. Kerangka hukum yang menjadi dasar analisis meliputi Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen, UU ITE Nomor 19 Tahun 2016, Peraturan Pemerintah Nomor 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik (PMSE), UU Merek Nomor 20 Tahun 2016, serta regulasi teknis BPOM. Hasil penelitian menunjukkan bahwa platform e-commerce tidak dapat dipandang sebatas perantara pasif, melainkan memiliki kewajiban aktif dalam pengawasan, verifikasi, dan pencegahan beredarnya barang palsu. Penguatan regulasi, penegakan hukum yang tegas, dan kerja sama lintas institusi menjadi kebutuhan mendesak agar e-commerce menjadi ekosistem perdagangan yang aman, transparan, dan berkeadilan bagi konsumen Indonesia.

The development of e-commerce platforms in Indonesia has opened up significant opportunities for the growth of the digital economy, but along with this has emerged a serious problem in the form of the rampant circulation of counterfeit cosmetics sold through digital marketplaces. Counterfeit cosmetic products not only cause economic losses for consumers but also threaten their health because they often contain hazardous ingredients that do not meet BPOM standards. This study aims to analyze the legal responsibility of e-commerce platforms for the circulation of counterfeit cosmetics based on applicable regulations in Indonesia, examine common forms of violations related to the sale of counterfeit cosmetics on digital platforms, and formulate an ideal concept of responsibility for e-commerce platforms in consumer protection efforts. The legal framework that forms the basis of the analysis includes Law Number 8 of 1999 concerning Consumer Protection, Law Number 19 of 2016 on Electronic Information and Transactions (ITE), Government Regulation Number 80 of 2019 concerning Commerce Through Electronic Systems (PMSE), Trademark Law Number 20 of 2016, and BPOM technical regulations. The results of the study indicate that e-commerce platforms cannot be viewed as merely passive intermediaries, but rather have an active obligation to supervise, verify, and prevent the circulation of counterfeit goods. Strengthening regulations, strict law enforcement, and cross-institutional cooperation are urgently needed to ensure e-commerce becomes a safe, transparent, and equitable trading ecosystem for Indonesian consumers.