<![CDATA[This study aims to analyze legal protection for business actors affected by negative reviews delivered by influencers in the digital economy era. The rapid development of information technology and social media has strengthened the role of influencers in shaping public opinion on products and services, which may cause significant losses to business actors when such reviews are not based on accurate facts. This research employs a normative legal research method using statutory, conceptual, and analytical approaches. The results show that legal protection for business actors consists of preventive and repressive measures. Preventive protection is reflected in regulations under Consumer Protection Law and Electronic Information and Transactions Law, which impose obligations to provide accurate information and prohibit misleading content. Meanwhile, repressive protection can be pursued through litigation and non-litigation mechanisms, including claims for damages based on unlawful acts and the application of criminal sanctions in accordance with applicable laws. However, practical challenges remain, such as unclear legal norms regarding influencer liability, difficulties in proving causality, and low levels of digital legal literacy. Therefore, strengthening regulatory frameworks and law enforcement is necessary to ensure legal certainty and optimal protection for business actors in the digital environment.]]>
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