<![CDATA[Paid endorsement activities carried out by content creators raise issues in determining the appropriate Indonesian Standard Industrial Classification (Klasifikasi Baku Lapangan Usaha Indonesia—KBLI), as such activities may involve elements of promotion, performance, audiovisual production, content publishing, and information provision. This study examines the legal qualification of paid endorsement activities and the application of the principal activity principle in determining the appropriate KBLI code. It employs normative legal research using statutory and conceptual approaches. The findings demonstrate that paid endorsement constitutes the provision of commercial services; however, its classification must be determined based on the substance of the contractual obligation and the principal output received by the service user. The appropriate KBLI code should therefore be identified by distinguishing the principal activity from supporting stages and examining the scope and exclusions of each relevant classification. The novelty of this study lies in formulating a case-by-case analytical framework for determining the KBLI classification of content creators. These findings may improve the accuracy of KBLI registration and ensure the conformity of business legality within the risk-based business licensing system. ]]>
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