Legal Protection for Consumers in Trading Transactions Through the Tiktok Marketplace

Marga Yogatama; Muti Amanda Chairiyah; Adi Sucipto

doi:10.37899/mjdpp.v3i1.331

Authors

Marga Yogatama Faculty of Law, Universitas Boyolali
Muti Amanda Chairiyah Faculty of Law, Universitas Boyolali
Adi Sucipto Faculty of Law, Universitas Boyolali

DOI:

https://doi.org/10.37899/mjdpp.v3i1.331

Keywords:

Consumer Protection, Social Commerce, Tiktok Marketplace, Digital Platforms, Electronic Transactions

Abstract

The rapid growth of social commerce platforms has transformed online trading practices and introduced new challenges for consumer protection law. TikTok Marketplace, as an integration of social media content and digital commerce, exemplifies this shift by blurring the boundaries between entertainment, advertising, and contractual transactions. This study aims to analyze the extent to which existing legal frameworks provide effective protection for consumers engaging in trading transactions through TikTok Marketplace. Using a qualitative research design with a case study approach, the study relies on secondary data derived from statutory regulations, platform policy documents, official reports, and scholarly literature. The analysis applies a descriptive-deductive method to assess consumer rights, the allocation of legal responsibilities among platforms, sellers, and content creators, and the effectiveness of dispute resolution mechanisms. The findings indicate that while current consumer protection and electronic transaction laws establish basic normative safeguards, they are not fully responsive to the distinctive characteristics of social commerce. Gaps persist in responsibility allocation, transparency of promotional content, and enforcement mechanisms, particularly in platform-based dispute resolution. This study contributes to the literature on consumer protection and digital platform governance by offering a focused legal analysis of social commerce and highlighting the need for more adaptive and explicit regulatory approaches to protect consumers in evolving digital marketplaces.

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