ETIKA DAN TANGGUNG JAWAB HUKUM ATAS PENGGUNAAN ARTIFICIAL INTELLIGENCE DALAM KLAIM KOSMETIKA DI INDONESIA

Abstrak

The advancement of Artificial Intelligence (AI) in the cosmetics industry has transformed how companies create and market product claims. Several brands employ AI systems to analyze consumer skin conditions and produce data-driven recommendations. Although innovative, this practice raises questions concerning legal accountability for AI-generated claims and the ethical use of personal data. This study aims to analyze the ethical principles and legal responsibilities surrounding the use of AI in cosmetic product claims in Indonesia, by reviewing BPOM Regulation No. 18 of 2024, the Consumer Protection Law, and the Electronic Information and Transactions Law (as amended by Law No. 1 of 2024). The research employs a normative legal method with statutory and conceptual approaches, supported by comparative global practices. The findings indicate that Indonesian regulations do not yet explicitly govern AI-based cosmetic claims, resulting in unclear allocation of liability among producers, AI developers, and digital platforms. Therefore, ethical guidelines and algorithmic audit mechanisms under BPOM and Kominfo supervision are urgently needed. Applying principles of accountability, transparency, and consumer protection will enable responsible AI utilization in line with justice and data privacy.