Legal Protections For Consumer Against Advertisements From Artificial Intelligence

Gertrud Felita Maheswari Andreas, R.M. Gatot P. Soemartono

Abstract


Artificial intelligence offers numerous benefits, but its misuse by businesses poses significant risks, particularly in creating misleading advertisements. For instance, companies may exploit AI to fabricate the likeness and voice of public figures in promotional videos, raising ethical and legal concerns. In Indonesia, the absence of specific legislation governing the commercial use of AI allows businesses to evade accountability and regulatory scrutiny. This gap in the legal framework prompts critical questions about liability: should responsibility rest with the business utilizing AI, or with the developers of the AI technology itself? There is an urgent need for clearer regulations that delineate the responsibilities of both parties in cases of AI misuse, ensuring consumer protection and accountability in advertising practices

Keywords


Consumer Protection, Advertisement, Artificial Intelligence, Legal Certainty

Full Text:

PDF

References


Abidin. (2023). Legal review of liability from deepfake artificial intelligence that contains pornography. MIMBAR Jurnal Sosial Dan Pembangunan, 3(2), 347.

Al-Khazraji. (2023). Impact of deepfake technology on social media: Detection, misinformation and societal implications. The Euresia Proceedings of Science, Technology, Engineering & Mathematics, 2(3), 87.

Campbell, & Grimm. (2019). The challenge native advertising poses: Exploring potential Federal Trade Commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 114.

Dharmmesta. (2011). Manajemen pemasaran. Universitas Terbuka.

Firmansyah. (2020). Komunikasi pemasaran. Oiara Media.

Haliassos. (2021). Lips don’t lie: A generalisable and robust approach to face forgery detection. In Proceedings of the IEEE/CVF Conference on Computer Vision and Pattern Recognition, 6(1), 32.

Nasution. (2000). Hukum perlindungan konsumen: Suatu pengantar. Daya Widya.

Raymond. (2023). The unethical use of deepfakes. Journal of Financial Crime, 30(4), 12.

Russel, & Norvig. (2020). Artificial intelligence: A modern approach. Pearson.

Usman. (2012). Mediasi di pengadilan. Sinar Grafika.

Widiarty. (2016). Hukum perlindungan konsumen. PT. Komodo Books.




DOI: https://doi.org/10.30596/dll.v10i1.22275

Refbacks

  • There are currently no refbacks.


Address:

Faculty of Law,  University of Muhammadiyah Sumatera Utara Jl. Kapten Mukhtar Basri No. 3 Medan, Kode Pos 20238

E-mail: delegalata@umsu.ac.id

Telp/HP/WA : 081262664567

DE LEGA LATA: Jurnal Ilmu Hukum is abstracting & indexing in the following databases: 

       

   Creative Commons License

De Lega Lata: Jurnal Ilmu Hukum is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Statcounter