<![CDATA[The rapid advancement of immersive technologies, boosted by Artificial Intelligence, is revolutionizing industries such as education, healthcare, and commerce. These technologies create new forms of consumption that involve intensive data processing, virtual assets, and platform-controlled environments, raising urgent legal questions regarding consumer protection. This study examines whether Indonesia’s current consumer protection legal framework is sufficient to protect consumers as users of immersive technology and to address emerging legal challenges and strategies arising from its use. The research adopts a normative legal research based on secondary data, focusing on statutory analysis of the Acts concerning Consumer Protection, Personal Data Protection, and the Electronic Information and Transactions, supported by legal doctrine and scholarly literature. Legal protection theory is employed as a normative benchmark to assess the sufficiency of the legal protection provided by existing regulations. The findings indicate that, although Indonesia’s consumer protection framework provides basic legal safeguards, it has not been specifically structured to deal with immersive‑technology risks, including data‑driven and algorithmic practices, the legal treatment and loss of virtual assets, and consumer vulnerability in persistent, high‑immersion digital environments. This condition demonstrates the legal urgency for regulatory refinement to ensure effective consumer protection while accommodating immersive technology innovation.]]>
