Regulasi dan Sanksi Pelanggaran Iklan Televisi di Indonesia:  Studi Kasus Iklan Garnier Micellar Water Tahun 2023

Ahmad Ibrahim; Rizki Agus Nugraha; Denny Wahyudi; Daniel Handoko

doi:10.59581/harmoni-widyakarya.v2i3.3695

Authors

Ahmad Ibrahim Universitas Muhammadiyah Jakarta
Rizki Agus Nugraha Universitas Muhammadiyah Jakarta
Denny Wahyudi Universitas Muhammadiyah Jakarta
Daniel Handoko Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.59581/harmoni-widyakarya.v2i3.3695

Keywords:

Advertising Regulation, Advertising Violation Sanctions, Advertising Ethics

Abstract

Advertising is a crucial element in marketing strategies aimed at attracting consumer attention and influencing purchasing decisions. The rapid development of Indonesia's advertising industry, driven by increasing media consumption, has brought about ethical and regulatory challenges. This study examines the ethical violations in the Garnier Micellar Water television advertisement in 2023, which claimed to be the "No 1 Micellar Water in Indonesia" without sufficient evidence, violating the Indonesian Advertising Code of Ethics (EPI). Using a qualitative descriptive method, the research analyzes the content of the advertisement and interviews with advertising experts. Findings reveal that the claim was misleading, lacking valid data support, and driven by commercial pressures and insufficient ethical awareness. Recommendations include stricter enforcement of advertising ethics, enhanced awareness programs, and collaborative efforts among advertising industry stakeholders to uphold honesty and responsibility in advertising practices.

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