ANALISIS YURIDIS PERLINDUNGAN KONSUMEN TERHADAP PRODUK MAKANAN IMPOR YANG TIDAK BERLABEL BAHASA INDONESIA DI TIKTOKSHOP

This study aims to analyze legal provisions regarding labeling obligations as a form of consumer protection, as well as legal sanctions against business actors who trade imported products without Indonesian labels. The research method used is normative juridical legal research with a statutory and conceptual approach, and uses primary legal materials in the form of Law Number 8 of 1999 concerning Consumer Protection, Government Regulation Number 29 of 2021, and BPOM Regulation Number 31 of 2018. The results of the study show that although regulations have been regulated through Law Number 8 of 1999 concerning Consumer Protection, Government Regulation Number 29 of 2021, and BPOM Regulation Number 31 of 2018, their implementation has not been carried out effectively. Violations of labeling are caused by weak supervision by related institutions, low compliance of business actors, and the lack of optimal responsibility of the TikTokShop platform in filtering product content. Strengthening regulations is urgently needed, namely through the synchronization of supervisory authorities between BPOM, the Ministry of Trade, and the Ministry of Communication and Digital (Komdigi) by giving the right to execute content takedown directly to BPOM and imposing strict liability on digital platforms through the implementation of AI-filtering to filter products without Indonesian language labels as an effort to comply with Trade Minister Regulation Number 31 of 2023.