Legal Certainty on the Transparency of Paid Product Rankings on Marketplace Platforms from the Perspective of Consumer Protection in Indonesia
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Abstrak
Pemeringkatan produk pada marketplace membentuk visibilitas penjual dan arah pilihan konsumen. Persoalan hukum muncul ketika pembayaran dapat menaikkan posisi suatu produk, sedangkan sifat komersial penempatan tersebut tidak ditampilkan secara jelas. Penelitian ini menganalisis kepastian hukum atas transparansi pemeringkatan produk berbayar dalam kerangka perlindungan konsumen Indonesia setelah berlakunya Peraturan Menteri Perdagangan Nomor 19 Tahun 2026. Penelitian normatif ini menggunakan pendekatan peraturan perundang-undangan, konseptual, dan perbandingan terbatas dengan rezim Uni Eropa. Hasil penelitian menunjukkan bahwa hukum Indonesia telah membentuk kepastian prosedural bagi pedagang melalui kewajiban informasi mengenai fitur promosi dan pemeringkatan, serta kewajiban penandaan ketika kecerdasan artifisial digunakan. Namun, kepastian substantif bagi konsumen masih parsial karena belum terdapat kewajiban yang tegas, seragam, dan netral teknologi untuk menandai setiap posisi berbayar pada titik keputusan konsumen. Artikel ini mengusulkan model transparansi berlapis: label “Iklan” atau “Sponsor” yang menempel pada produk, penjelasan parameter utama dan pengaruh pembayaran, informasi rinci bagi pedagang, serta akses audit bagi regulator. Model tersebut menjaga hak konsumen atas informasi tanpa memaksa pembukaan kode sumber atau rahasia dagang.
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Referensi
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Primary Legal Materials
European Union. Regulation (EU) 2019/1150 on Promoting Fairness and Transparency for Business Users of Online Intermediation Services.
European Union. Regulation (EU) 2022/2065 on a Single Market for Digital Services (Digital Services Act).
Indonesia. Peraturan Menteri Perdagangan Nomor 19 Tahun 2026 tentang Penyelenggaraan Usaha Perdagangan Melalui Sistem Elektronik.
Indonesia. Peraturan Pemerintah Nomor 71 Tahun 2019 tentang Penyelenggaraan Sistem dan Transaksi Elektronik.
Indonesia. Peraturan Pemerintah Nomor 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik.
Indonesia. Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen.
Indonesia. Undang-Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik, as last amended by Undang-Undang Nomor 1 Tahun 2024.
Indonesia. Undang-Undang Nomor 27 Tahun 2022 tentang Pelindungan Data Pribadi.