PERLINDUNGAN KONSUMEN TERHADAP IKLAN KOSMETIK YANG OVERCLAIM

This research employs a normative juridical method, using a statute approach and a conceptual approach. Every cosmetic product must be registered through BPOM’s notification system by submitting legality documents, product formula, labeling, and safety testing. Upon verification, BPOM issues a Cosmetic Notification Number (Nomor Notifikasi Kosmetik/NNK) valid for three years. Violations of this obligation may result in administrative or criminal sanctions in accordance with the Health Law and the Consumer Protection Law (UUPK). Cosmetic products without BPOM numbers, with counterfeit numbers, or advertised with excessive claims pose risks to consumers. Legal protection is carried out preventively through regulation, public education, and transparency, and repressively through administrative sanctions, criminal liability, and civil lawsuits. Institutions such as BPOM, YLKI (Indonesian Consumers Foundation), BPSK (Consumer Dispute Settlement Agency), KPI (Indonesian Broadcasting Commission), KOMINFO, and other relevant bodies play a role in ensuring consumer safety and justice. Cosmetic business actors must comply with BPOM registration requirements to guarantee legal certainty and consumer trust, while BPOM must strengthen supervision and public education so that the protection system functions effectively and public health remains safeguarded.