PERLINDUNGAN KONSUMEN TERHADAP IKLAN YANG MENYESATKAN PADA PRODUK SKINCARE

Consumers should be provided with protection from misleading advertisements. Regulations related to consumer protection arise because the position of disadvantaged consumers is weaker than that of business actors. This study aims to know and analyze the criteria for misleading advertising and understand the protection that can be provided to consumers against misleading advertising on skincare products. Advertising is a form of information delivery. The method used in this study is normative juridical. The results of this study show that the criteria for advertising that misleads skincare products and causes losses to consumers are advertisements that violate article 4 of the UUPK on consumer rights. Consumers can be provided with legal protection bameridiwhich includes preventive protection by providing legal rules that guarantee legal certainty and repressive protection that can be provided in the event of a violation that causes losses to consumers. However, the burden of proving error on the side of business actors as stated in article 28 of the UUPK weakens the position of consumers as aggrieved parties.