<![CDATA[The development of electronic commerce (e-commerce) in Indonesia has increased the dynamics of digital business, but also posed new challenges in the legal protection of trademarks. Trademark infringement in online transactions is increasingly prevalent, whether in the form of unauthorised use of trademarks, product counterfeiting, or consumer misleading practices. This study aims to analys the effectiveness of trademark protection in electronic commerce in Indonesia, identify the factors causing infringement, and evaluate the applicable law enforcement mechanism. This research uses a juridical-normative method with a study case approach to several cases of trademark infringement that occurred in Indonesia. Data is obtained from the study of legal documents, study case of trademark infringement, as well as analysis of trademark protection policies applied by e-commerce platforms. The results show that although there are regulations governing trademark protection, such as Law No. 20 of 2016 on Trademarks and Geographical Indications. Government Regulation in Lieu of Law No. 2 of 2022 on Job Creation. Law No. 6 of 2023 on Determination of Government Regulation in Lieu of Law No. 2 of 2022 on Job Creation become Law, and Law No. 11 of 2008 on Trading Through Electronic Systems. Law No. 19 of 2016 on First Amendment to the Law No. 11 of 2018. Law No. 1 of 2024 on Second Amendment to the Law No. 11 of 2018, and also Government Regulation No. 80 of 2019 on Trading Through Electronic Systems, there are still loopholes in the implementation of the law that allow violations to continue to occur. As a solution, this study recommends strengthening coordination and synergy between the government, businesses, and e-commerce platform providers in creating a more effective monitoring system. In addition, some strategic steps that can be taken include increasing supervision by relevant authorities, optimising the role of e-commerce platforms in filtering and taking action against infringing accounts, and legal education for businesses and consumers. With a more proactive approach, it is expected that trademark protection in electronic commerce in Indonesia can be more effective and provide legal certainty for all parties as well as increasing legal awareness for businesses and consumers is also an important factor in trademark protection efforts in the digital era. With improvements in the trademark protection system, it is expected that e-commerce in Indonesia can develop more fairly and sustainably.]]>
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