<![CDATA[This study aims to analyze the reasons for the continued circulation of Cream Natural 99, examine consumer protection under positive law, and evaluate monitoring practices through the concept of hisbah developed by Ibn Taymiyyah. Employing empirical juridical research with statutory and conceptual approaches, data were obtained through interviews with BBPOM Medan, business actors, and consumers, as well as through documentation and literature review, and were analyzed using qualitative descriptive methods. The findings indicate that the circulation of Cream Natural 99 persists due to promotional activities and consumer testimonials that stimulate demand, the ease of sales through digital platforms, and suboptimal regulatory oversight. Consumer protection has been regulated under positive law through the Consumer Protection Law, the Health Law, and BPOM Regulation No. 14 of 2024; however, its implementation is constrained by weak marketplace verification, limited resources, and low compliance among business actors. From the perspective of Ibn Taymiyyah's concept of hisbah, the supervisory function of BBPOM reflects efforts to promote amar ma'ruf nahi munkar (enjoining good and preventing wrongdoing). Nevertheless, the continued circulation of illegal products indicates that the preventive function has not yet been implemented optimally. This study contributes to the development of literature on consumer protection and Islamic economic law by integrating contemporary regulatory challenges with classical Islamic principles of market supervision.]]>
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