KEWAJIBAN ENDORSER ATAS PENGANJURAN SUATU PRODUK PADA MEDIA SOSIAL MENURUT PERATURAN PERUNDANG-UNDANGAN DI INDONESIA DALAM PERBANDINGAN DENGAN AMERIKA SERIKAT, INGGRIS DAN INDIA
| Main Author: | Mubarikah, Nurul Ain |
|---|---|
| Format: | Book application/pdf Journal |
| Terbitan: |
UI Scholars Hub
, 2021
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| Subjects: | |
| Online Access: |
https://scholarhub.ui.ac.id/dharmasisya/vol1/iss1/13 https://scholarhub.ui.ac.id/cgi/viewcontent.cgi?article=1029&context=dharmasisya |
Daftar Isi:
- Endorsement of products and services in social media is a lucrative business for celebrities or social media influencers. Producers of goods and services believe that celebrities or social media influencers has the power to influence purchasing decisions of many people. Social media endorsements are not specifically regulated in Indonesian laws and regulations. However, Indonesian Advertising Ethics – 2014 Amendment, compiled by Indonesian Advertising Board, specifies that an endorser is prohibited from using personal social media as an advertising medium to endorse goods and/or services, unless if the endorser clearly mention that it is a paid endorsement. The financial aspect of the endorsement between the producer of goods and/or services and the endorser must be disclosed in the endorsement. Disclosure of the financial aspect of an endorsement is also regulated in the United States, United Kingdom and India. Social media endorsement regulation or guidance in the United States, United Kingdom and India also regulate or guide other issues with respect to endorsement, namely the endorser's honest explanation regarding the endorsed product, the fact that the endorser has actually used the endorsed product, disclosure of any other (current or past) relationship between the producer / advertiser of the endorsed product and the endorser, and the obligation of the endorser to carry out a due diligence of the goods and/or services to be endorsed. Indonesia needs to regulate social media endorsement soon and the regulations from the other countries can enrich the references in preparing the future Indonesian regulation.