Citation:

Andy Khalida Lembah, Suardi Dg. Mallawa, Muh. Hatta R. Tampubolon. "Criminal Legal Responsibility of Endorsers For Cosmetic Advertising Information on Social Media" International Research Journal of Economics and Management Studies, Vol. 4, No. 4, pp. 28-31, 2025.

Abstract:

Currently, there is a lot of information about cosmetics circulating to consumers in the form of advertisements or endorsements from famous people or what is usually called endorsers, which is done as a form of marketing strategy. This is utilized by cosmetic endorsers to promote products so that they sell more, and this advertising method makes it very easy for everyone to get cosmetic products to care for their skin. However, people often forget about the impact of each cosmetic. This study was conducted to determine how the criminal legal responsibility of endorsers is for activities providing cosmetic advertising information on Instagram social media as a form of fulfilling human rights. The formulation of the problem in this study is : (1) What is the form of criminal legal responsibility for endorsers for activities providing cosmetic advertising information on Instagram social media as a form of fulfilling human rights? (2) Can the form of legal responsibility for endorsers provide protection of Human Rights? This study uses a normative research method. The results of the study indicate that the party that consumers should sue in endorsements, in this case, is the business actor; unless the endorser conveys advertisements or promotions that are not in accordance with statutory regulations, then they can file a lawsuit. Criminal legal responsibility: a business actor and endorser can be held accountable when they fulfil the elements of an unlawful act, are able to be responsible, there is an error (schuld) or due to negligence (culpa). Endorsers can be held accountable if they spread false and misleading news or contain violations of morality; then, they are subject to a maximum prison sentence of 6 (six) years and are subject to criminal sanctions in accordance with the Criminal Code. In this study, it was also not found that consumer rights are one type of Human Rights (HAM) that must be protected. Not only protected by national law, but human rights have become an international concern in its enforcement. With the Consumer Protection Act (UUPK), it is expected to provide protection and legal certainty, both for consumers and for business actors.

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Keywords:

Criminal Liability, Endorsers, Advertising Information on Instagram, Human Rights.