IMPLEMENTASI PERLINDUNGAN HUKUM TERHADAP MEREK DI INDUSTRI KOSMETIK YANG DIPALSUKAN - NIM. A1011211260, PUTRI ARIPIANTI SAVITRI (Fakultas Hukum Universitas Tanjungpura, 2025)
Abstract The cosmetic industry has experienced significant growth driven by increasing public awareness of the importance of self-care and appearance; however, it also faces serious challenges due to the widespread practice of brand counterfeiting, which not only harms legitimate business actors but also endangers consumer health. This study aims to analyze the implementation of legal protection for trademarks in the cosmetic industry, as well as the various forms of trademark counterfeiting practices. This research employs an empirical legal research method, which involves observing and analyzing the implementation of trademark protection in practice. This study is descriptive in nature, aiming to portray the existing conditions through scientific research methods and to resolve problems based on collected data and facts. Primary data were obtained through observations, interviews, and questionnaires, while secondary data were gathered through literature study. The data were analyzed qualitatively. The findings indicate that although legal protection is regulated under Law Number 20 of 2016 concerning Trademarks and Geographical Indications, its implementation in practice still encounters several obstacles, such as insufficient dissemination of information. Counterfeiting practices within the cosmetic industry include the unauthorized use of trademarks, imitation of brand identities resembling original products, and the distribution of cosmetics without marketing authorization that fails to meet safety requirements. Based on these findings, Article 100 paragraphs (1) and (2) of Law Number 20 of 2016 concerning Trademarks and Geographical Indications constitute the main provisions violated by business actors in cases of trademark counterfeiting within the cosmetic industry in Pontianak City. Obstacles in law enforcement include the lack of public and business actors’ understanding and legal awareness, limited resources among law enforcement authorities, and weak coordination among relevant institutions. The role of BBPOM needs to be strengthened in supervision and regulatory enforcement, accompanied by strict legal sanctions for violators, in order to create a healthy, safe, and legally compliant cosmetic industry. Additionally, the Department of Trade and the Health Office play important roles in providing guidance to business actors. On the other hand, the community also plays an essential role by actively monitoring and reporting illegal products, as well as increasing awareness of the importance of choosing registered cosmetic products that comply with BPOM standards. Therefore, it is recommended to enhance legal outreach and education, simplify trademark registration processes, strengthen law enforcement, and tighten supervision over the circulation of cosmetic products. Through these measures, legal protection for trademarks in the cosmetic industry in Pontianak City is expected to be more effective, supporting healthy industry growth and optimally safeguarding consumers. Keywords: Trademark Legal Protection, Cosmetic Industry, Counterfeit Brands, Intellectual Property Rights, Law Enforcement. Abstrak Industri kosmetik mengalami pertumbuhan yang signifikan, didorong oleh peningkatan kesadaran masyarakat tentang pentingnya perawatan diri dan penampilan, namun menghadapi tantangan serius terkait maraknya praktik penggunaan merek ilegal yang tidak hanya merugikan pelaku usaha resmi, tetapi juga membahayakan kesehatan konsumen. Penelitian ini bertujuan untuk menganalisis implementasi perlindungan hukum terhadap merek di industri kosmetik, serta bentuk-bentuk praktik penggunaan merek ilegal tersebut. Penelitian ini menggunakan metode penelitian hukum empiris, yaitu dengan mengamati dan menganalisis perlindungan hukum merek yang diterapkan dalam praktik. Penelitian ini bersifat deskriptif, yaitu bertujuan untuk menggambarkan keadaan yang ada melalui metode penelitian ilmiah, serta memecahkan masalah berdasarkan data dan fakta yang terkumpul. Data primer dikumpulkan melalui observasi, wawancara, dan kuesioner, sedangkan data sekunder diperoleh melalui studi kepustakaan. Analisis data dilakukan secara kualitatif. Hasil penelitian menunjukkan bahwa meskipun perlindungan hukum telah diatur dalam Undang-Undang Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis, implementasinya di lapangan masih terdapat kendala, seperti sosialisasi yang belum menyeluruh. Praktik pemalsuan di industri kosmetik meliputi penggunaan merek tanpa hak, peniruan identitas merek yang menyerupai produk asli, serta peredaran kosmetik tanpa izin edar yang tidak memenuhi ketentuan keamanan. Berdasarkan hal tersebut, Pasal 100 ayat (1) dan (2) Undang-Undang Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis menjadi ketentuan utama yang dilanggar oleh pelaku usaha dalam penggunaan merek ilegal pada industri kosmetik di Kota Pontianak. Hambatan dalam penegakan hukum meliputi kurangnya pemahaman dan kesadaran hukum masyarakat serta pelaku usaha, keterbatasan sumber daya aparat penegak hukum, serta lemahnya koordinasi antarinstansi terkait. Peran BBPOM perlu diperkuat dalam pengawasan dan penegakan regulasi, guna menciptakan industri kosmetik yang sehat, aman, dan sesuai dengan ketentuan perundang-undangan yang berlaku. Selain itu, Dinas Perdagangan dan Dinas Kesehatan berperan dalam memberikan pembinaan kepada pelaku usaha. Di sisi lain, masyarakat juga memiliki peran penting secara aktif mengawasi, melaporkan produk ilegal, serta meningkatkan kesadaran akan pentingnya memilih produk kosmetik yang terdaftar dan sesuai dengan standar BPOM. Oleh karena itu, direkomendasikan peningkatan sosialisasi dan edukasi hukum, penyederhanaan proses pendaftaran merek, penguatan penegakan hukum, serta pengawasan ketat terhadap peredaran produk kosmetik. Dengan langkah-langkah tersebut, diharapkan perlindungan hukum terhadap merek di industri kosmetik di Kota Pontianak dapat berjalan lebih efektif, mendukung pertumbuhan industri yang sehat, dan melindungi konsumen secara optimal. Kata kunci: Perlindungan Hukum Merek, Industri Kosmetik, Merek Ilegal, Hak Kekayaan Intelektual, Penegakan Hukum.