The Legal Aspect of Consumers' Protection from Pop-Up Advertisements in Indonesia
Abstract
Pop-up advertisements have become prevalent on websites. When users click on the banner, they navigate a separate window; banner and pop-up advertisements contain attractive audio-visual and animated graphics. This intrusive advertising has not explicitly regulated Indonesia's current legislation, including Electronic Transaction and Information Law 11/2008 (ITE Law). Also, it is exempted in the Indonesian Pariwara Ethics, guidelines for advertising ethics and procedure in Indonesia. This study aimed to revisit consumers’ protection toward pop-up advertisements in Indonesia, with two main discussions. First, it discussed online consumers' perceptions of pop-up advertisements and the classification of their responses. Second, it enquired to what extent the legal and ethics protection for online consumers in Indonesia. By using empirical legal research, this study concluded that the ITE Law prohibits anyone from spreading online information with content that violates immorality and gambling, as it often contains in pop-up advertisements. Through the lens of business ethics, pop-up advertisements are new media and they should not be installed in such a way as to interfere with the freedom of internet users, given that pop-up advertisements do not reflect the ethics of honesty, trust, and advice in business.
KEYWORDS: Consumers’ Protection, Online Advertisements, Business Ethics.
References
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A H Barkatullah, “Urgensi Perlindungan Hak-Hak Konsumen dalam Transaksi di E-Commerce(The Urgency of Consumer Rights in E-Commerce Transactions)” 14:2 J Huk, online:
Adolphs, C & Winkelmann, A, “Personalization Research in E-Commerce: A State of the Art Review (2000-2008)” (2010) 11:2 J Electron Commer Res 324.
Andre L Bus, “Legal Troubles Popping-Up for Online Advertising Firm” (2002) 3:11 Online Litig 203.
Atchariya Chanvanich, K & Okada, H, “How Consumerlifestyles Affect Purchasing Behavior: Evidence From Internet Shopping In Japan.” (2007) 2:2 J Entrepreneurship Res 63.
Barnard, L, The Cost of Creepiness: How Online Behavioral Advertising Affects Consumer Purchase Intention (Doctoral Dissertation) (United States: University Of North Carolina, 2014).
Belch, G E, etal., “Advertising: An Integrated Marketing Communication Perspective. Mcgraw-Hill Education” (2014) 32:4 J Advert 422.
Budiono, Arief & Wafda Vivid Izziyana, “Ilmu Hukum Sebagai Keilmuan Perspektif Paradigma Holistik” 9:1 J Huk Nov 28.
Burns, S & Roberts, L D, “Applying the Theory of Planned Behavior to Predicting Online Safety Behavior”(2013) 15:1 Crime Prev Community Saf Int J 48.
Chaffey, D & F Ellis-Chadwick, Digital Marketing. Harlow (GB) (United Kingdom: Pearson).
Craig Bryan, Cyber Law, The Law of the Internet and Information Technologies, 1st ed (Pearson).
C Moraes & N Michaelidou, “Introduction to the Special Thematic Symposium on the Ethics of Controversial Online Advertising” (2017) 141:2 J Bus Ethics 231–233.
D Tapscott, The Digital Economy: Promise and Peril in the Age of Networked Intelligence (New York: McGraw-Hill, 1995).
Davis, K & W Frederick, Business and Society (New York: McGrawhill, 1984)
D S Evans, “The Online Advertising Industry: Economics, Evolution, and Privacy” 23:3 J Econ Perspect 73.
E D Schiefelbine, “Stopping A Trojan Horse: Challenging Pop-Up Advertisements and Embedded Software Schemes on the Internet Through Unfair Competition Laws” (2003) 19:2 St Clara High Technol Law J 446.
F, Blake, B, Neuendorf, K A & Valdiserri, C M, “Innovativeness And Variety Of Internet Shopping” (2003) 13:3 Internet Res 156.
H R Helmi, “Eksistensi Badan Penyelesaian Sengketa Konsumen dalam Memutus Sengketa Konsumen di Indonesia (The Existence of Consumer Dispute Resolution Bodies in Resolving Consumer Disputes in Indonesi)” (2015) 1:1 ADHAPER J Huk Acara Perdata 77–89.
H Taherdoost, “Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. International Journal of Academic” (2016) 8:2 Res Manag IJARM 18–27.
Jonathan Russek, “Pop-Ups, Pop-Unders, Interstitials and Rich Media-New Forms of Internet Advertising, E-Commerce . & Strategy” (2002) 19:3 5.
K Bodden, “Pop Goes the Trademark? Competitive Advertising on the Internet” (2005) 12:1 Shidler J Com Tech 76.
L, Andrews & Bianchi, C, “Consumer Internet Purchasing Behavior” (2012) 66:10 J Bus Res 1761.
L, Quick, B & Stephenson, M T, “Examining The Role of Trait Reactance and Sensation Seeking on Perceived Threat, State Reactance, and Reactance Restoration” 34:3 Hum Commun Res 551.
Lawerence M Hertz, “Advertising Regulation on the Internet, Computer and Internet Lawer” 19:6 18.
L, Wang & L Xu, The Influence of Pop-Up Advertising on Consumer Purchasing Behavior :A Case Study of Social Media Users in Ghana (2014).
M, Edwards, S & Lee, J H, “Forced Exposure And Psychological Reactance: Antecedents And Consequences of the Perceived Intrusiveness of Pop-Up Advertisements ” (2002) 31:3 J Advert 83.
Mary M Luria, “Controlling Web Advertising: Spamming, Linking, Framing, and Privacy” 14:11 J Comput 10.
Michel A Leon, “Unauthorized Pop-Up Advertising and the Copyright and Unfair Competition Implications” (2004) 32:4 Hofstra Law Rev 394.
Morimoto, M & Chang, S, “Consumers’ Attitudes Toward Unsolicited Commercial Email and Postal Direct Mail Marketing Methods” (2006) 7:1 J Interact Advert 47.
M G Velazques, Business Ethics, Concepts and Cases (London: Pearson Prentice Hall, 2006).
R Azzam, “E-commerce Taxation & Cyberspace Law: The Integrative Adaptation Model” 12:6 Va J Law Technol 56.
R, Ward, M & Lee, M T, “Internet Shopping, Consumer Search, and Product Branding” (2000) 9:1 J Prod Brand Manag 16.
Rina Arum Prastyanti & And Wijiyanto, "Law Enforcement Optimalisation On Pop-Up Advertisement on Internet." (2019) 356 Adv Soc Sci Educ Humanit Res 6.
Schlosser, A E, “Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes” (2003) 30:1 J Consum Res 194.
Tamas Fachryto & Adrian Achyar, “The Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace” (2018) 2:2 Sriwij Int J Dyn Econ Bus 120.
T Ivanjko, The Influence of Ad Blockers on the Online Advertising Industry(2017).
White, T B et al., "Getting Too Personal: Reactance to Highly Personalized E-mail and Pop-Ups Solicitations" (2008) 19:1 Mark Lett 30.
Published
2021-04-24
How to Cite
PRASTYANTI, Rina Arum et al.
The Legal Aspect of Consumers' Protection from Pop-Up Advertisements in Indonesia.
Lentera Hukum, [S.l.], v. 8, n. 1, p. 73-94, apr. 2021.
ISSN 2621-3710.
Available at: <https://jurnal.unej.ac.id/index.php/ejlh/article/view/23479>. Date accessed: 22 nov. 2024.
doi: https://doi.org/10.19184/ejlh.v8i1.23479.
Section
Articles
