<![CDATA[ABSTRAK Perkembangan perdagangan melalui sistem elektronik (e-commerce) melalui platform marketplace telah mendorong kemudahan transaksi jual beli, namun sekaligus menimbulkan permasalahan hukum, khususnya terkait peredaran barang bermerek palsu. Salah satu permasalahan yang mencuat adalah peredaran jersey Tim Nasional Indonesia merek Erspo palsu yang diperdagangkan melalui marketplace, sehingga penelitian ini bertujuan untuk mengkaji dan menganalisis tanggung jawab marketplace atas peredaran jersey timnas Erspo palsu melalui e-commerce serta menganalisis bentuk perlindungan hukum terhadap pemilik merek atas peredaran jersey palsu di e-commerce. Penelitian ini menggunakan metode penelitian hukum normatif dengan jenis data berupa data sekunder yang meliputi bahan hukum primer, bahan hukum sekunder, dan bahan hukum tersier. Bahan hukum tersebut diperoleh melalui studi kepustakaan dan dianalisis secara kualitatif guna memperoleh pemahaman yang komprehensif mengenai pengaturan hukum, tanggung jawab marketplace, serta perlindungan hukum terhadap pemegang merek dalam perdagangan melalui sistem elektronik. Hasil penelitian menunjukkan bahwa marketplace secara normatif bertanggung jawab menjamin legalitas dan keaslian merek dalam perdagangan melalui sistem elektronik sebagaimana diatur dalam Pasal 13 ayat (2) huruf (d) Peraturan Pemeritah Nomor 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik, namun marketplace dapat dibebaskan dari tanggung jawab hukum atas masih beredarnya produk bermerek palsu sepanjang telah memenuhi kewajibannya dengan menyediakan mekanisme pelaporan. Meskipun demikian, teknologi marketplace belum mampu mengimplementasikan norma tersebut secara preventif. Sistem e-commerce masih memungkinkan produk bermerek diunggah dan diperdagangkan tanpa kewajiban verifikasi atau unggah bukti legalitas merek sejak tahap awal, sehingga perlindungan hukum yang berjalan cenderung bersifat represif melalui mekanisme pelaporan dan penindakan administratif. Oleh karena itu, penelitian ini menegaskan bahwa perlindungan hukum merek dalam e-commerce perlu diarahkan pada pengembangan dan optimalisasi teknologi marketplace agar mampu mengaplikasikan norma jaminan legalitas barang secara preventif guna mencegah peredaran produk bermerek palsu. Kata Kunci: Tanggung Jawab Hukum, Pelanggaran Merek, Jersey Timnas Indonesia. ABSTRACT The development of electronic commerce (e-commerce) through marketplace platforms has facilitated buying and selling transactions, but at the same time has given rise to legal issues, particularly those related to the distribution of counterfeit branded goods. One of the issues that has come to light is the circulation of counterfeit Erspo Indonesian National Team jerseys traded through marketplaces. Therefore, this study aims to examine and analyze the responsibility of marketplaces for the circulation of counterfeit Erspo national team jerseys through e-commerce and to analyze the forms of legal protection for brand owners against the circulation of counterfeit jerseys in e-commerce. This study uses a normative legal research method with secondary data types, including primary legal materials, secondary legal materials, and tertiary legal materials. These legal materials were obtained through literature studies and analyzed qualitatively to gain a comprehensive understanding of legal regulations, marketplace responsibilities, and legal protection for trademark holders in electronic commerce. The results of the study show that marketplaces are normatively responsible for ensuring the legality and authenticity of brands in electronic trading as stipulated in Article 13 paragraph (2) letter (d) of Government Regulation Number 80 of 2019 concerning Trade Through Electronic Systems. However, marketplaces can be exempted from legal responsibility for the continued circulation of counterfeit branded products as long as they have fulfilled their obligations by providing a reporting mechanism. Nevertheless, marketplace technology has not been able to implement this norm preventively. The e-commerce system still allows branded products to be uploaded and traded without the obligation to verify or upload proof of brand legality from the initial stage, so that the legal protection that is in place tends to be repressive through reporting and administrative enforcement mechanisms. Therefore, this study emphasizes that legal protection of brands in e-commerce needs to be directed towards the development and optimization of marketplace technology so that it is able to apply the norm of legal assurance of goods preventively in order to prevent the circulation of counterfeit branded products. Keywords: Liability, Trademark Infringement, Indonesian National Team Jersey.]]>
