Civil Liability for the Use of Artificial Intelligence in Product Advertising and Marketing in Electronic Commerce

Tuti Herningtyas, Kadek Rama Rama Maheswara Puta, Lia Fadjriani, Ishak Tri Nugroho, Kharis Mudakir, Ayudya Rizqi Rachmawati

Abstract


Artificial intelligence (AI) in electronic-commerce advertising and product marketing improves promotional efficiency but creates risks of misleading information, uncertain attribution of liability, and evidentiary obstacles for consumers. This study analyzes civil liability arising from AI-assisted commercial communications and formulates parameters for identifying liable parties and consumer remedies. It employs prescriptive doctrinal legal research, combining statutory, conceptual, and limited comparative approaches. Primary legal materials comprise the Indonesian Civil Code, consumer-protection legislation, electronic-commerce regulations, and Minister of Trade Regulation No. 19 of 2026; secondary materials include legal scholarship and international research on algorithmic marketing. The analysis uses grammatical and systematic interpretation to examine duties, conduct, fault, causation, and loss. The findings show that AI transparency and informational accuracy are already regulated, yet those duties do not dispense with establishing a civil cause of action or proving compensable harm. Sellers, advertising agencies, electronic-commerce platforms, and AI developers occupy different legal positions depending on their functions, contractual relationships, and control over promotional content. The study concludes that consumer protection should be strengthened through a layered model of attribution and the preservation of electronic-advertising evidence, without treating AI as an autonomous legal person or imposing strict liability absent a statutory basis. Clearer correction procedures and further research into court decisions and platform compliance are recommended.

Keywords


Artificial Intelligence; Electronic Advertising; Civil Liability; Consumer Protection; Electronic Commerce.

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References


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DOI: https://doi.org/10.5281/zenodo.24217288

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Copyright (c) 2026 Tuti Herningtyas, Kadek Rama Rama Maheswara Puta, Lia Fadjriani, Ishak Tri Nugroho, Kharis Mudakir, Ayudya Rizqi Rachmawati

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