THE COMPARISON OF ADVERTISING REGULATIONS IN CONSUMER PROTECTION ENFORCEMENT BASED ON LAW NUMBER 8 YEAR 1999 AND THE US FEDERAL TRADE COMMISSION ACT
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Abstract
The enterprise promotes products and services through marketing process. It used to persuade consumers to buy the products. Besides, the objective of many enterprises to create advertising is to gain high revenue. The development of marketing concepts and strategies carried out by enterprises may cause the consumer in a weak bargaining position. Therefore, the government must enforce consumer protection laws to establish legal certainty and justice. This study aims to examine the comparison of advertising regulation to support State Consumer Protection Law in Indonesia and United States. This research conducted normative legal research methods by applying a statute and comparative legal approaches. The result found that the advertising regulations in Indonesia includes the liability of enterprises and consumer dispute resolution. Meanwhile, advertising regulations in the United States are regulated in the FTC Act, which specifically regulates the prevention of misleading advertising practices aimed at convincing consumers to receive valid information about the product and services in the interest of economic efficiency and consumer safety.
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