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All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum
Shella Ayu Noviyanti
Faculty of Law, University Dr. Soetomo, Indonesia
Law, Crime, Criminology & Criminal Justice

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The Legal Responsibility of Business Actors Regarding SEAO Fiber Drink Benefit Claims in Fostering Consumer Trust and Protection in Indonesia Shella Ayu Noviyanti; M. Syahrul Borman; Nur Handayati
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 24 No. 1 (2025): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

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Abstract

The rapid growth of the functional food industry in Indonesia, particularly fiber drinks, creates new challenges in consumer protection law enforcement. PT SEAO SUPER FIBE, through its SÉAO product, positions itself as a solution for digestive health and weight management. However, there is a gap between administrative regulations (BPOM Distribution Permit) and marketing strategies that utilize detoxification and weight management claims based on scientific studies that were recently retracted. This research aims to analyze the legal responsibility of business actors regarding the validity of product benefit claims and the juridical implications of potential overclaiming in building consumer trust. Using a normative juridical research method with a statutory and conceptual approach, this research finds that the use of "Detox" claims for conventional processed food categories potentially violates food labeling and advertising regulations. Furthermore, reliance on scientific references that are no longer valid creates a risk of strict liability for business actors. This article recommends harmonization between marketing narratives and globally recognized scientific standards to ensure comprehensive consumer protection.
Co-Authors M. Syahrul Borman Nur Handayati