Legal Liability of Marketplaces for the Circulation of Counterfeit Goods

Shihab, Shandy
Ulfah, Sitti
Said, Muhammad Fachri

ADVANCED PRIVATE LEGAL INSIGHTS
Vol. 1 No. 2 (2025): ADVANCES PRIVATE LEGAL INSIGHTS (APRIL)

Abstrak: Penelitian ini bertujuan untuk menganalisis pengaturan tanggung jawab marketplace terhadap peredaran produk palsu serta bentuk perlindungan konsumen dalam transaksi perdagangan melalui sistem elektronik. Menggunakan metode penelitian hukum normatif dengan pendekatan perundang-undangan dan konseptual, serta menganalisis bahan hukum primer, sekunder, dan tersier secara kualitatif, penelitian ini menemukan bahwa Peraturan Pemerintah Nomor 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik menempatkan marketplace sebagai Penyelenggara Perdagangan Melalui Sistem Elektronik (PPMSE) yang bertanggung jawab memastikan sistemnya tidak digunakan untuk kegiatan ilegal. Pasal 22 PP No. 80 Tahun 2019 menegaskan tanggung jawab PPMSE atas konten ilegal dalam sistemnya, namun tanggung jawab ini bersifat terbatas dan bersyarat melalui penerapan prinsip notice and takedown. Meskipun demikian, regulasi ini masih bersifat umum dan belum mengatur standar kehati-hatian marketplace secara tegas dalam mencegah produk palsu, sehingga efektivitas perlindungan konsumen sangat bergantung pada kebijakan internal masing-masing marketplace. Diharapkan pemerintah dapat memperkuat regulasi dengan standar kehati-hatian yang lebih spesifik, sementara marketplace perlu meningkatkan sistem pengawasan internal dan mekanisme pelaporan. Konsumen juga dihimbau untuk lebih berhati-hati dalam bertransaksi. Abstract : This research aims to analyze the regulatory framework for the responsibility of marketplaces concerning the circulation of counterfeit products, as well as the forms of consumer protection in electronic commerce transactions. Employing a normative legal research method with legislative and conceptual approaches, and qualitatively analyzing primary, secondary, and tertiary legal materials, this study finds that Government Regulation Number 80 of 2019 concerning Electronic Commerce places marketplaces as Electronic Commerce Organizers (PPMSE) responsible for ensuring their systems are not used for illegal activities. Article 22 of PP No. 80 of 2019 affirms the PPMSE's responsibility for illegal content within its system, however, this responsibility is limited and conditional through the application of the *notice and takedown* principle. Nevertheless, the regulation remains general and does not strictly stipulate specific due diligence standards for marketplaces in preventing counterfeit products, thus the effectiveness of consumer protection heavily relies on the internal policies of each marketplace. It is expected that the government will strengthen regulations with more specific due diligence standards, while marketplaces need to enhance their internal supervision systems and reporting mechanisms. Consumers are also urged to exercise greater caution in transactions.