Analyzing Negative Advertisements from Legal Framework in Indonesia and The Impact on Indonesia Business
DOI:
https://doi.org/10.30588/jhcj.v3i2.1678Keywords:
Negative Advertisement, Legal Framework, Business.Abstract
Negative advertisement has been a marketing strategy in Indonesia’s business world. However, the debate around this strategy has occurred due to divided opinion. While several parties agreed that it is a common practice, others are against negative advertisements since the impact will corrupt the vision of a sustainable economy in Indonesia entirely and have negative impacts on the development of Indonesian business. This research analyses the legality of negative advertisements in Indonesia in various contexts, such as Consumer Protection Law, Information and Electronic Transaction Law, and Fair Business Competition Law.
Later, the research will discuss the impacts of existing laws on negative advertisements and recommendations on how to tackle the negative impacts of negative advertisements. Finally, the research is done by the normative-judicial method. It explores the element of law-sociology to explain the phenomenon of negative advertisement and the future impacts due to the flaws of existing laws.
References
Journal Articles
Falaq, Janata Shoji Al, & Dian Puspita. “Critical Discourse Analysis: Revealing Masculinity Through L-Men Advertisement.” Linguistics and Literature Journal 2, no. 1 (2021). http://jim.teknokrat.ac.id/index.php/linguistics_and_literature/article/download/764/324.
Hutagalung, Rizky Aldhanis Utama. “Tinjauan Hukum Terhadap Pelaku Usaha Yang Melakukan Pelanggaran Etika Bisnis Dalam Mengiklankan Produknya.” Jurnal Ilmiah Mahasiswa Hukum [JIMHUM] 2, no. 4 (2022). http://jurnalmahasiswa.umsu.ac.id/index.php/jimhum/article/download/1750/1796.
Nosratabadi, Saeed, et al. “Sustainable Business Models: A Review.” Sustainability 11, no. 6 (2019). https://www.mdpi.com/2071-1050/11/6/1663/pdf.
Olsen, Travis Bennion. “Big Cola v. Coca-Cola: How a Convenient Store Owner’s Complaint Resulted in One of Mexico’s Largest Antitrust Fines.” The University of Miami Inter-American Law Review 42, no. 1 (2010). https://repository.law.miami.edu/cgi/viewcontent.cgi?article=1003&context=umialr.
Rahma, Adalia Safira, et al. “Penerapan Fungsi Hukum Pidana Dalam Kasus Investasi Bodong.” Jurnal Analisis Hukum 5, no. 1 (2022). https://journal.undiknas.ac.id/index.php/JAH/article/download/3483/1069.
Rasyida, Dina. “Praktik Monopoli Produk Air Minum Dalam Kemasan (AMDK) Air Mineral Oleh PT Tirta Investama dan PT Balina Agung Perkasa.” Diversi: Jurnal Hukum 7, no. 1 (2021). https://pdfs.semanticscholar.org/fed2/089ef30a63adce7076314fd163dcf2ca cd67.pdf.
Sinaga, Mory Johanes, et al. “Relevansi Antara Kekuatan-Kekuatan Sosial dan Fungsi Hukum Dalam Masyarakat.” Innovative: Journal Of Social Science Research 3, no. 2 (2023). http://j-innovative.org/index.php/Innovative/article/download/327/307.
Suandari, Ni Luh Putu Ratna, Fajri Rahma Pratiwi, and Handriyotopo Handriyotopo. “Dimensi Etis Iklan, Studi Kasus pada Iklan Sampo Anti Dandruff dan Iklan Belanja Online Di Media Televisi.” Citrawira: Journal of Advertising and Visual Communication 2, no. 2 (2021). https://jurnal.isi-ska.ac.id/index.php/citrawira/article/download/4013/3035.
Wellman, Mariah L, et al. “Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content.” Journal of Media Ethics 35, no. 2 (2020). https://www.academia.edu/download/63193856/Wellman_et_al._-_2020_Ethics_of_Authenticity_Social_Media_Influencers_and_the_Production_of_Sponsored_Content.pdf.
Books
Aripin, Zaenal. Marketing Management. Deepublish, 2021.
Blanding, Michael. The Coke Machine: The Dirty Truth behind the World’s Favorite Soft Drink. Penguin, 2011.
Johnson, Kimberly. The Infant Nutrition Debate: Innovation and It’s Role in International Crisis, 2021.
Madiyant, Muslikh. Copywriting: Retorika Iklan dan Storytelling Teori dan Teknik Menulis Naskah Iklan. UGM Press, 2021.
Madsen, Jens Koed, & Jens Koed Madsen. “Negative Campaigning and Attack Ads.” The Psychology of Micro-Targeted Election Campaigns, 2019.
Nestle, Marion. Infant Formula Marketing: An Update. Marketing, 2022.
Okoth, Dann. Health Workers ‘Given Incentives’ to Push Baby Formula. SciDev. Net-Communication, 2022.
Porter, Michael E. The Changing Role of Business in Society. Boston: Harvard Business School, 2021.
Suasana, I Gst Agung Ketut Gede, & Luh Gede Krisna Handayani. Kreativitas Iklan Yang Efektif Dalam Membentuk Brand Attitude. Media Pustaka Indo, 2023.
Digital Sources from the Internet
Berita Solo Raya. “Kesal Dituduh Black Campaign, Dokter Richard Lee Bongkar Langung Fakta Galon AQUA dan Le Mineral.” https://prsoloraya.pikiran-rakyat.com/nasional/pr-1117222595/kesal-dituduh-black-campaign-dokter-richard-lee-bongkar-langung-fakta-galon-aqua-dan-le-mineral, (accessed October 18, 2023).
Reports from Institution
Humphreys, Brian E. “Critical Infrastructure: Emerging Trends and Policy Considerations for Congress.” R45809. Washington DC: Congressional Research Service, 2019.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ardiyanto Pramono, Danandaka Mumpini
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with JHCJ agree to the following terms:
Authors retain copyright and grant the JHCJ right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in JHCJ.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in JHCJ. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
