Civil Liability of Influencers in Endorsement Contracts

Septian Adhy Baskara; Ma'ruf Akib; Wahyudi Umar

doi:10.47268/pamali.v6i1.3582

Civil Liability of Influencers in Endorsement Contracts

Septian Adhy Baskara⁽¹⁾, Ma'ruf Akib⁽²⁾, Wahyudi Umar⁽³⁾

(1) Faculty of Law, Universitas Muhammadiyah, Kendari, Indonesia
(2) Faculty of Law, Universitas Muhammadiyah, Kendari, Indonesia

(3) Faculty of Law, Universitas Muhammadiyah, Kendari, Indonesia

Corresponding Author

Abstract

Introduction: The rapid expansion of digital technology has transformed marketing practices and created a contractual ecosystem involving influencers as key promotional actors. This shift has generated distinctive legal issues concerning contract formation, consumer protection, and electronic information governance.

Purposes of the Research: Examining the civil liability of influencers in endorsement contracts and analyzing the legal position of influencers in Indonesia's digital contractual ecosystem.

Methods of the Research: This study employs a normative legal research method using statute, conceptual, and analytical approaches by examining provisions within the Civil Code, the Electronic Information and Transactions Law, and the Consumer Protection Law.

Results Main Findings of the Research: The findings demonstrate that influencer liability in endorsement agreements is multilayered, covering both contractual (wanprestasi) and tort-based (onrechtmatige daad) responsibilities. The study also reveals the emergence of a digital-era duty of care requiring influencers to verify product legality and ensure truthful promotional content. This contributes to a modern reconstruction of contract doctrine in Indonesia’s digital economy.

Keywords

Endorsement Contract; Influencer Liability; Civil Law; Digital Law.

DOI

10.47268/pamali.v6i1.3582

Published

2026-03-31

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Dublin Core		PKP Metadata Items	Metadata for this Document

1.	Title	Title of document	Civil Liability of Influencers in Endorsement Contracts

2.	Creator	Author's name, affiliation, country	Septian Adhy Baskara; Faculty of Law, Universitas Muhammadiyah, Kendari; Indonesia

2.	Creator	Author's name, affiliation, country	Ma'ruf Akib; Faculty of Law, Universitas Muhammadiyah, Kendari; Indonesia

2.	Creator	Author's name, affiliation, country	Wahyudi Umar; Faculty of Law, Universitas Muhammadiyah, Kendari; Indonesia

3.	Subject	Discipline(s)

3.	Subject	Keyword(s)	Endorsement Contract; Influencer Liability; Civil Law; Digital Law.

4.	Description	Abstract	Introduction: The rapid expansion of digital technology has transformed marketing practices and created a contractual ecosystem involving influencers as key promotional actors. This shift has generated distinctive legal issues concerning contract formation, consumer protection, and electronic information governance.Purposes of the Research: Examining the civil liability of influencers in endorsement contracts and analyzing the legal position of influencers in Indonesia's digital contractual ecosystem.Methods of the Research: This study employs a normative legal research method using statute, conceptual, and analytical approaches by examining provisions within the Civil Code, the Electronic Information and Transactions Law, and the Consumer Protection Law.Results Main Findings of the Research: The findings demonstrate that influencer liability in endorsement agreements is multilayered, covering both contractual (wanprestasi) and tort-based (onrechtmatige daad) responsibilities. The study also reveals the emergence of a digital-era duty of care requiring influencers to verify product legality and ensure truthful promotional content. This contributes to a modern reconstruction of contract doctrine in Indonesia’s digital economy.

5.	Publisher	Organizing agency, location	Postgraduate Program in Law, Pattimura University

6.	Contributor	Sponsor(s)

7.	Date	(YYYY-MM-DD)	2026-03-31

8.	Type	Status & genre	Peer-reviewed Article

8.	Type	Type

9.	Format	File format	PDF

10.	Identifier	Uniform Resource Identifier	https://fhukum.unpatti.ac.id/jurnal/pamali/article/view/3582

10.	Identifier	Digital Object Identifier	10.47268/pamali.v6i1.3582

11.	Source	Title; vol., no. (year)	PAMALI: Pattimura Magister Law Review; Vol 6, No 1 (2026): MARCH

12.	Language	English=en	en

13.	Relation	Supp. Files

14.	Coverage	Geo-spatial location, chronological period, research sample (gender, age, etc.)

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