Eksploitasi Kredibilitas Profesi dalam Pemasaran dan Pelanggaran Etika Bisnis pada Produk Skincare
DOI:
https://doi.org/10.62710/61j79z64Keywords:
Professional Credibility; Marketing; Ethical Violations.Abstract
The development of the skincare industry in Indonesia has encouraged the emergence of various marketing strategies that often ignore the principles of business and professional ethics. This research examines the practice of exploiting the credibility of the medical profession in the promotion of Athena skincare products, which is carried out by an influencer doctor. This study uses forms of ethical violations in the case of overclaiming the content of White Tomato and Salmon DNA, the practice of repackaging imported products without re-notification to BPOM, and the use of microneedle application methods that contradict the definition of cosmetics. The findings show that the involvement of medical personnel in commercial promotion without clear scientific basis violates the principles of honesty, social responsibility, and professional integrity as stipulated in the Indonesian Medical Code of Ethics and business ethics theory. Such violations negatively impact public trust, create public disinformation, and pose risks to consumer health. This research emphasizes the importance of post-approval cosmetic regulation reform, strengthening professional code of ethics in the digital era, and consumer literacy as strategic steps to build a more ethical and responsible skincare industry.
Downloads
References
Darini, I., & Budinita, K. (2024). TEORI DEONTOLOGI DALAM ETIKA BISNIS DAN PENERAPANNYA DALAM BISNIS SYARIAH. TEORI DEONTOLOGI DALAM ETIKA BISNIS DAN PENERAPANNYA DALAM BISNIS SYARIAH, 42, 173–182.
Ernanda, A. D., Salsabila, M. P., Naifa, & Albitya, D. K. (2025). Legal Perspectives on Consumer Protection and Overclaims in Skincare Products during the Cancel Culture Era. Jurnal Relasi Publik, 3(Februari), 74–87. https://doi.org/https://doi.org/10.59581/jrp-widyakarya.v3i1.4820
Keraf, S. (1998). ETIKA BISNIS. Percetakan Kanisius Yogyakarta. https://library.matanauniversity.ac.id/matanalib/repository/560774493-ETIKA-BISNIS-Tuntutan-Dan-Relevansinya-by-DR-a-Sonny-Keraf-Z-lib-org.pdf
Marlina, H., Raspita, D., Novrianto, M., Bidari, C. D., & Ferdiansyah, M. (2025). Perlindungan Hukum bagi Konsumen atas Overclaim Produk Skincare di Platform E-Commerce Legal Protection for Consumers Against Overclaim of Skincare Products on E-Commerce Platforms. Marwah Hukum, 3, 10–23. https://doi.org/https://doi.org/10.32502/mh.v3i1.9415
Ngabito, R. I. P. (2024). Analisis Pertanggungjawaban Hukum Terhadap Pengedaran Produk Skincare yang Terbukti Overclaim. Law, Development & Justice Review, 7, 284–301.
Nurfauzi, F., Sari, M. P. P., & Afriana, A. (2025). Legal Responsibility of Business Actors for Overclaims in the Cosmetics Industry is Linked to the Principle of Moral Integrity. JURNAL AKTA, 12(2), 501–506.
Oetary, C. M. (2025). PERLINDUNGAN KONSUMEN TERHADAP PEREDARAN SKINCARE DENGAN INGREDIENTS YANG TIDAK SESUAI DESKRIPSI PRODUK MELALUI PLATFORM MEDIA SOSIAL. FIAT IUSTITIA: JURNAL HUKUM, 5, 178–184.
Peraturan Badan Pengawas Obat Dan Makanan Nomor 17 Tahun 2023 Tentang Pedoman Dokumen Informasi Produk Kosmetik, Berita Negara Republik Indonesia (2023).
Peraturan Badan Pengawas Obat Dan Makanan Nomor 21 Tahun 2022 Tentang Tata Caca Pengajuan Notifikasi Kosmetika, Berita Negara Republik Indonesia 1 (2022).
Pratiwi, E., Negoro, T., & Haykal, H. (2022). Teori Utilitarianisme Jeremy Bentham: Tujuan Hukum Atau Metode Pengujian Produk Hukum? Jurnal Konstitusi, 19(2), 268. https://doi.org/10.31078/jk1922
Sevenia, B., & Nggili, R. A. (2025). Kajian Etika Bisnis terhadap Overclaim Produk Skincare Menggunakan Influencer. Jurnal Ekonomi Dan Manajemen, 5, 353–364. https://doi.org/https://doi.org/10.55606/optimal.v5i1.5871
Suseno, H. A., & Handayani, B. (2023). Perlindungan Hukum Terhadap Konsumen Pengguna Kosmetik Yang Mengandung Bahan Berbahaya. Jurnal Ilmiah Multi Disiplin, 1, 319–324. https://doi.org/https://doi.org/10.5281/zenodo.10119465
Tampubolon, P. M., Esther, J., & Siregar, R. J. (2025). Legal Protection for Consumers for Excessive Claims in Skincare Product Contents. Journal of Legal and Cultural Analytics, 4(1), 119–128. https://doi.org/: https://doi.org/10.55927/jlca.v4i1.13661
Undang-Undang Republik Indonesia Nomor 8 Tahun 1999 Tentang Perlindungan Konsumen, Lembaga Negara Republik Indonesia 1 (1999).
Violetania Ang, F., Kelvin, Rorendry, & Fransiska, V. (2025). Pelanggaran Etika Bisnis dan Profesi Dalam Kasus Skincare Athena: Overclaim, Repackaging, dan Izin Edar. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, 2, 118–125. https://doi.org/https://doi.org/10.62017/jimea
Widyawati, R. L., & Widodo, J. P. (2025). Legal Strategies in Overcoming Overclaims on Skincare Products: BPOM Policy Evaluation. Realism: Law Review, 3, 1–17.
Masyarakat, B. K. S. dan H. (2024). Temuan Produk yang Didaftarkan Sebagai Kosmetik, Namun Digunakan/Diaplikasikan Selayaknya Obat. BADAN BPOM. https://www.pom.go.id/siaran-pers/temuan-produk-yang-didaftarkan-sebagai-kosmetik-namun-digunakan-diaplikasikan-selayaknya-obat
Shanti, H. D. (2024). MKEK IDI peringatkan dokter yang promosikan perawatan kulit. https://www.antaranews.com/berita/4471173/mkek-idi-peringatkan-dokter-yang-promosikan-produk-perawatan-kulit
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Maryo Putra Rahayu, Halimah Zahrah, Annisa Zaida Rahman, Siti Kamila Nurhasanah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
