Consumer Legal Protection Against Overclaim Practices in Skincare Product Advertisements

Purpose: This study aims to analyze consumer legal protection against overclaims in skincare product advertisements and examine the legal responsibilities of business actors for misleading product claims. The increasing competition in the skincare industry has encouraged the use of excessive claims regarding product benefits, which may mislead consumers and cause material and non-material losses.
Research Methodology: This study employed a normative juridical research method using statutory, conceptual, and case approaches. Legal materials consisted of primary sources, including Law Number 8 of 1999 concerning Consumer Protection and relevant BPOM regulations, as well as secondary sources such as books, scientific articles, and previous studies related to consumer protection and misleading advertising.
Results: The findings indicate that Indonesian regulations provide a legal framework to protect consumers from misleading skincare advertisements. The Consumer Protection Law guarantees consumers’ rights to obtain correct, clear, and honest information, while BPOM regulations require business actors to ensure that cosmetic claims are accurate, accountable, and supported by evidence. Business actors who conduct overclaims may be subject to compensation obligations and legal sanctions.
Conclusion: Effective consumer protection against skincare overclaims requires strong regulatory implementation, supervision, and consumer awareness. Business actors must provide transparent and responsible product information to maintain consumer trust.
Limitations: This study is limited to normative legal analysis and does not examine empirical perspectives from consumers, business actors, or regulatory institutions.
Contributions: This study contributes to consumer protection literature by highlighting the importance of regulatory enforcement, business accountability, and ethical advertising practices in preventing misleading skincare claims.