Perlindungan Hukum Konsumen terhadap Produk Repacking di E-Commerce

Nabila Anindya Kirana (Prodi Ilmu Hukum, Fakultas Hukum, Universitas Islam Bandung, Indonesia.)
Muhammad Ilman Abidin (Prodi Ilmu Hukum, Fakultas Hukum, Universitas Islam Bandung, Indonesia.)

Bandung Conference Series: Law Studies
1279 1286

Abstract. The widespread circulation of repackaged food products on e-commerce platforms that fail to meet food-safety and labeling standards poses health risks and threatens consumer rights guaranteed under Law Number 8 of 1999 on Consumer Protection (UUPK). This study aims to analyze the forms of legal protection for consumers, the role and responsibility of sellers, and the shift in the locus of responsibility from individual sellers toward e-commerce platform operators regarding the circulation of repackaged products. The study employs a normative juridical method with an analytical-descriptive specification, using library research on primary, secondary, and tertiary legal materials, supplemented by non-participant observation and electronic document study of two store cases on e-commerce platforms, analyzed through qualitative normative analysis. The results show that legal protection is normatively available in the UUPK, both preventive and repressive, yet implementation remains ineffective due to weak BPOM oversight and platform verification systems, while seller liability in practice remains fault-based rather than fully strict. Both stores examined were found marketing products without complete labeling and continued operating for years without takedown action, with sales volumes in the thousands of units. This study concludes that strengthening upstream-to-downstream BPOM oversight, reinforcing platform due-diligence obligations, and a normative shift toward full strict liability for high-risk food products are needed to achieve effective consumer protection in e-commerce.   Abstrak. Maraknya peredaran produk makanan repacking di platform e-commerce yang tidak memenuhi standar keamanan pangan dan pelabelan menimbulkan risiko kesehatan sekaligus mengancam hak-hak konsumen yang dijamin Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen (UUPK). Penelitian ini bertujuan menganalisis bentuk perlindungan hukum terhadap konsumen, peran dan tanggung jawab penjual, serta pergeseran locus tanggung jawab dari penjual individual menuju penyelenggara platform e-commerce atas peredaran produk repacking tersebut. Penelitian menggunakan metode yuridis normatif dengan spesifikasi deskriptif analitis, melalui studi kepustakaan terhadap bahan hukum primer, sekunder, dan tersier, dilengkapi observasi non-partisipan dan studi dokumen elektronik pada dua kasus toko di platform e-commerce, yang kemudian dianalisis secara kualitatif normatif. Hasil penelitian menunjukkan bahwa perlindungan hukum secara normatif telah tersedia dalam UUPK, baik preventif maupun represif, namun pelaksanaannya belum efektif akibat lemahnya pengawasan BPOM dan sistem verifikasi platform, sementara tanggung jawab penjual pada praktiknya masih bersifat fault-based liability, bukan strict liability penuh. Dua toko yang diteliti terbukti memasarkan produk tanpa label lengkap dan tetap beroperasi bertahun-tahun tanpa tindakan takedown, dengan volume penjualan ribuan unit. Penelitian ini menyimpulkan perlunya penguatan pengawasan BPOM dari hulu ke hilir, penegasan kewajiban due diligence platform, serta afirmasi normatif ke arah strict liability penuh untuk produk pangan berisiko tinggi guna mewujudkan perlindungan konsumen yang efektif di e-commerce.