DIGITAL BRAND PROTECTION DALAM PERSPEKTIF HUKUM KEKAYAAN INTELEKTUAL: PENEGAKKAN HAK ATAS MEREK DI PLATFORM E-COMMERCE

Abstrak

Pesatnya perkembangan perdagangan melalui platform e-commerce di Indonesia meningkatkan potensi pelanggaran terhadap hak atas merek, sehingga menimbulkan persoalan hukum terkait efektivitas perlindungan dan penegakan hak tersebut di ranah digital. Penelitian ini bertujuan untuk menganalisis perlindungan hukum serta tantangan penegakan hak atas merek dengan menggunakan pendekatan yuridis empiris dalam perspektif socio-legal, yang mengkaji tidak hanya norma hukum, tetapi juga implementasinya dalam praktik. Metode penelitian mengombinasikan studi kepustakaan terhadap peraturan perundang-undangan, antara lain Undang-Undang Nomor 20 Tahun 2016, Undang-Undang Nomor 11 Tahun 2008 jo. Undang-Undang Nomor 19 Tahun 2016, serta Peraturan Pemerintah Nomor 80 Tahun 2019, dengan analisis terhadap praktik penegakan hukum melalui putusan pengadilan, literatur ilmiah, dan laporan institusional. Hasil penelitian menunjukkan bahwa meskipun kerangka regulasi telah mengatur perlindungan merek dan tanggung jawab platform, implementasinya masih menghadapi berbagai kendala yang meliputi aspek substansi hukum, struktur penegakan, dan budaya hukum. Penerapan asas safe harbor yang bersifat reaktif, keterbatasan mekanisme verifikasi, serta lemahnya koordinasi antar pemangku kepentingan menyebabkan efektivitas penegakan hukum bervariasi. Oleh karena itu, diperlukan penguatan kebijakan yang bersifat preventif berbasis teknologi serta peningkatan kolaborasi antar pemangku kepentingan guna memperkuat digital brand protection di Indonesia.

Kata Kunci: Hukum Kekayaan Intelektual, Hak Merek, Digital Brand Protection.

ABSTRACT

The rapid growth of trade through e-commerce platforms in Indonesia has increased the potential for trademark infringements, thereby raising legal issues concerning the effectiveness of trademark protection and enforcement in the digital domain. This study aims to analyze the legal protection and enforcement challenges of trademark rights using a juridical-empirical approach within a socio-legal perspective, which examines not only legal norms but also their implementation in practice. The research method combines a literature review of relevant legal frameworks, including Law Number 20 of 2016 on Trademarks and Geographical Indications, Law Number 11 of 2008 in conjunction with Law Number 19 of 2016 on Electronic Information and Transactions, and Government Regulation Number 80 of 2019 on Electronic Commerce, with an analysis of law enforcement practices through court decisions, scholarly works, and institutional reports. The findings indicate that although the regulatory framework has established provisions for trademark protection and platform liability, its implementation still faces significant challenges related to legal substance, enforcement structure, and legal culture. The application of the reactive safe harbor principle, limitations in verification mechanisms, and weak coordination among stakeholders contribute to the varying effectiveness of law enforcement. Therefore, it is necessary to strengthen preventive, technology-based policies and enhance multi-stakeholder collaboration to improve digital brand protection in Indonesia.

Key Words: Intellectual Property Law; Trademark Rights; Digital Brand Protection