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Abstract

Perdagangan digital memperluas peredaran produk dengan identitas geografis, tetapi pada saat yang sama membuka ruang penyalahgunaan indikasi geografis yang berpotensi menyesatkan konsumen mengenai asal-usul produk. Permasalahan ini penting karena indikasi geografis tidak hanya berkaitan dengan perlindungan hak komunal atas reputasi dan karakteristik produk, tetapi juga dengan hak konsumen untuk memperoleh informasi yang benar, jelas, dan jujur. Penelitian ini mengajukan dua pertanyaan, yaitu: bagaimana bentuk penyalahgunaan indikasi geografis dalam perdagangan digital yang menimbulkan penyesatan konsumen atas asal-usul produk, dan bagaimana perlindungan hukum terhadap konsumen atas penyalahgunaan tersebut dalam perspektif hukum hak kekayaan intelektual dan hukum perlindungan konsumen. Penelitian ini merupakan penelitian hukum normatif dengan pendekatan perundang-undangan dan pendekatan konseptual. Bahan hukum dianalisis secara kualitatif melalui interpretasi sistematis dan preskriptif. Hasil penelitian menunjukkan bahwa penyalahgunaan indikasi geografis dalam perdagangan digital dapat berbentuk penggunaan nama geografis secara langsung tanpa hak, pemboncengan reputasi, pencantuman keterangan asal-usul yang tidak benar, manipulasi visual, serta pengaburan rantai pasok dan identitas pelaku usaha pada platform digital. Perbuatan tersebut harus dikualifikasikan sekaligus sebagai pelanggaran hak atas indikasi geografis dan pelanggaran hak konsumen atas informasi yang benar. Oleh karena itu, direkomendasikan penguatan pengaturan yang integratif antara hukum kekayaan intelektual dan hukum perlindungan konsumen, penegasan tanggung jawab platform e-commerce, serta perluasan akses penyelesaian sengketa yang cepat, sederhana, dan efektif bagi konsumen.

Keywords

Indikasi Geografis Perdagangan Digital Penyesatan Konsumen Perlindungan Konsumen Hak Kekayaan Intelektual

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Copyright (c) 2026 Ismail Ismail

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How to Cite
Ismail, Ismail. 2026. “PENYESATAN ASAL-USUL PRODUK MELALUI PENYALAHGUNAAN INDIKASI GEOGRAFIS: PERSPEKTIF PERLINDUNGAN KONSUMEN”. JIPRO: Journal of Intellectual Property 9 (1):108-34. https://doi.org/10.20885/jipro.vol9.iss1.art5.
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