Perlindungan Hukum Affiliator Dalam Transaksi Jasa Pemasaran Produk Di Tikto
DOI:
https://doi.org/10.28918/elhisbah.v5i2.14179Abstract
The development of digital technology has driven significant changes in marketing patterns, one of which is through a digital platform-based affiliate marketing system. TikTok Shop was one of the pioneers of this practice before the government's policy prohibiting social media from functioning as e-commerce through Minister of Trade Regulation No. 31 of 2023. This policy prompted TikTok Shop to migrate its system to Tokopedia and transform into Tokopedia Shop. In this affiliate system, content creators or affiliates promote sellers' products through special links and earn commissions on transactions. However, problems arise when commission amounts are unilaterally changed without notification or a new agreement, which has the potential to harm affiliates. This study used a qualitative method with a normative-empirical approach, utilizing primary and secondary data collected through documentation and interviews. The results show that legal protection for affiliates remains weak and unbalanced. Based on Philipus M. Hadjon's legal protection theory, there should be preventative protection through clear agreements and repressive protection through dispute resolution mechanisms. The imbalance in position between sellers and affiliates underscores the need for specific regulations to ensure fair legal protection for affiliates in the digital commerce ecosystem.
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