Regulating Dark Patterns in Indonesian E-Commerce: Comparative Lessons from South Korea and the EU
DOI:
https://doi.org/10.37253/jjr.v27i2.11304Keywords:
Dark Patterns, Consumer Protection, Regulatory Comparison, E-Commerce, Digital Interface EthicsAbstract
The proliferation of dark patterns, which are manipulative interface designs that influence user decisions, poses a major legal challenge in e-commerce by compromising consumer autonomy. However, existing Indonesian legal instruments (Consumer Protection Law, the amended EIT Law, and the Personal Data Protection Law) do not explicitly address them. The core legal issue lies in the absence of clear legal provisions, definitions, and enforcement mechanisms governing dark patterns in Indonesia’s digital marketplace. This study aims to evaluate the regulatory gaps in Indonesia's consumer protection framework by comparing it with more advanced legal systems in South Korea and the European Union. Employing a normative legal research method and a comparative-legal approach, the study analyzes legal texts and institutional mechanisms from all three jurisdictions. The findings indicate three regulatory gaps in Indonesia: the lack of explicit substantive prohibitions, the absence of specialized institutional oversight, and the unavailability of technical guidelines for digital interface governance. In contrast, South Korea regulates five categories of dark patterns through its E-Commerce Act and enforces compliance through the Korea Fair Trade Commission, while the European Union explicitly prohibits deceptive design practices under the Digital Service Act, supported by the UCPD, GDPR, and the EDPB Guidelines. These comparative insights indicate that Indonesia’s reactive regulatory posture fails to reflect the ideals of justice, legal certainty, and social utility as articulated by Gustav Radbruch. Academically, this study contributes by offering a structured three-pillar framework: substantive norms, institutional strengthening, and technical guidelines, as a foundation for developing a more adaptive and consumer-centered digital regulatory system. To remedy this, the study recommends adopting a progressive legal strategy inspired by Satjipto Rahardjo, involving explicit statutory definitions, institutional reforms, and technical instruments such as interface ethics guidelines and integrated digital dispute resolution systems.
Downloads
References
Afdhali, D. R., & Syahuri, T. (2023). Idealitas Penegakkan Hukum Ditinjau dari Perspektif Teori Tujuan Hukum. Collegium Studiosum Journal, 6(2), 555–561. https://doi.org/10.56301/csj.v6i2.1078
Ariawan. (2025). Regulatory Barriers to Consumer Protection in Digital Marketplaces. Journal of Human Rights, Culture and Legal System, 5(3), 806–832. https://doi.org/10.53955/jhcls.v5i3.782
Aung, K. W., Soubutts, E., & Singh, A. (2024). “What a stupid way to do business”: Towards an Understanding of Older Adults’ Perceptions of Deceptive Patterns and Ways to Develop Resistance. Proceedings of the ACM on Human-Computer Interaction, 8(CHI PLAY). https://doi.org/10.1145/3677113
Azizah, R., Anggraeni, R., & Mustika, Y. S. B. (2024). Peran Perlindungan Konsumen dalam Era Digitalisasi Perbankan Bagi Konsumen. OPTIMAL: Jurnal Ekonomi dan Manajemen, 4(2), 221–233. https://doi.org/10.55606/optimal.v4i2.3489
Bakti, I. T. (2023). Analisis Potensi Fraud dalam Perolehan Cashback Pada Aplikasi Jual Beli Online Tokopedia. Jurnal Ekonomi, Manajemen dan Akuntansi (JEKMA), 2(2), 130–137. https://doi.org/10.31326/tabr.v5i1.2049
Banjongprasert, J. (2024). Online Social Enterprise Customer Behaviour: Influences of E-commerce, Social Media, and Altruism on Online Impulsive Buying. Cogent Business and Management, 11(1), 1–20. https://doi.org/10.1080/23311975.2024.2370423
Blegen, B. C. (2023). The E-Commerce Revolution & Cross-Border Goods Clearance: Time for Fundamental Change? Charles Sturt University.
Bongard-Blanchy, K., Rossi, A., Rivas, S., Doublet, S., Koenig, V., & Lenzini, G. (2021). I am Definitely Manipulated, even When i am Aware of it. It’s Ridiculous! - Dark Patterns from the End-User Perspective. DIS 2021 - Proceedings of the 2021 ACM Designing Interactive Systems Conference: Nowhere and Everywhere, 3, 763–776. https://doi.org/10.1145/3461778.3462086
Brenncke, M. (2024a). A Theory of Exploitation for Consumer Law: Online Choice Architectures, Dark Patterns, and Autonomy Violations. Journal of Consumer Policy, 47, 127–164. https://doi.org/10.1007/s10603-023-09554-7
Brenncke, M. (2024b). Regulating Dark Patterns. Notre Dame Journal of International & Comparative Law, 14(1), 39–79. https://doi.org/10.48550/arXiv.2310.00340
Daryoko, & Pangestika, E. Q. (2024). The Role of Responsive and Progressive Law In Addressing Legal Issues From a Sociological Perspective. Widya Pranata Hukum: Jurnal Kajian dan Penelitian Hukum, 6(2), 190–202. https://doi.org/10.37631/widyapranata.v6i2.1612
Deligöz, K. (2025). Consumer Manipulation With Artificial Intelligence: Dark Patterns and Hidden Techniques. In Consumer, Marketing, AI: Dark Sides and Ethics (hal. 201–222). Özgür Publications. https://doi.org/10.58830/ozgur.pub710.c3029
Dewi, R. S., Dwiatmanto, D., & Surjanti, S. (2024). Comparison of Consumer Protection Laws Between Indonesia, the Philippines, and South Korea in Achieving Justice. SASI, 30(2), 169–182. https://doi.org/10.47268/sasi.v30i2.2048
Disemadi, H. S. (2022). Lenses of Legal Research: A Descriptive Essay on Legal Research Methodologies. Journal of Judicial Review, 24(2), 289–304. https://doi.org/10.37253/jjr.v24i2.7280
Disemadi, H. S., & Budi, H. S. (2023). Enhancing Trade Secret Protection amidst E-commerce Advancements: Navigating the Cybersecurity Conundrum. Jurnal Wawasan Yuridika, 7(1), 21–43. https://doi.org/10.25072/jwy.v7i1.608
Disemadi, H. S., & Regent. (2021). Urgensi Suatu Regulasi yang Komprehensif Tentang Fintech Berbasis Pinjaman Online Sebagai Upaya Perlindungan Konsumen di Indonesia. Jurnal Komunikasi Hukum, 7(2), 605–618. https://doi.org/10.23887/jkh.v7i2.37991
Faisal, A. (2023). Pemikiran Hukum Progresif Prof. Dr. Satjipto Rahardjo. International Journal of Cross Knowledge, 1(2), 314–328. https://edujavare.com/index.php/IJCK
Fletcher, A., Crawford, G., Crémer, J., Dinielli, D., Heidhues, P., Luca, M., Salz, T., Schnitzer, M., Morton, F. S., Seim, K., & Sinkinson, M. (2023). Consumer Protection for Online Markets and Large Digital Platforms. Yale Journal on Regulation, 40, 874–914. https://openyls.law.yale.edu/entities/publication/3d2493ed-4d48-4852-9002-da7786ea006b
Gelder, K. van. (2025). E-commerce Worldwide - Statistics & Facts. Statista. https://www.statista.com/topics/871/online-shopping/#statisticChapter
Jain, V., Malviya, B., & Arya, S. (2021). An Overview of Electronic Commerce (e-Commerce). Journal of Contemporary Issues in Business and Government, 27(3), 665–670. https://doi.org/10.47750/cibg.2021.27.03.090
Kementerian Perdagangan Republik Indonesia. (2024). Perdagangan Digital (E-Commerce) Indonesia Periode 2023. https://satudata.kemendag.go.id/ringkasan/produk
Kitkowska, A. (2023). The Hows and Whys of Dark Patterns: Categorizations and Privacy. In Human Factors in Privacy Research (hal. 173–198). Springer, Cham. https://doi.org/10.1007/978-3-031-28643-8_9
Koh, W. C., & Seah, Y. Z. (2023). Unintended Consumption: The Effects of Four E-commerce Dark Patterns. Cleaner and Responsible Consumption, 11, 100145. https://doi.org/10.1016/j.clrc.2023.100145
Kurniawan, I. D., & Ezzerouali, S. (2024). Revisiting the Principle of Legal Certainty: A Contemporary Analysis through the Lens of Legal Positivism. Nusantara: Journal of Law Studies, 3(2), 137–146. https://doi.org/10.5281/zenodo.17385496
Leonardo, S., Sudirman, L., & Disemadi, H. S. (2025). Legal Certainty in the Enforcement of Copyright Infringement on E-Commerce Platforms in Indonesia. Jurnal Restorative Justice, 9(1), 39–57.
Luguri, J., & Strahilevitz, L. J. (2021). Shining a Light on Dark Patterns. Journal of Legal Analysis, 13(1), 43–109. https://doi.org/10.1093/jla/laaa006
Mamidwar, A., & Bhutkar, G. (2024). An Overview of Guidelines on Dark Patterns. https://www.fyresite.com/dark-patterns-a-new-scientific-look-
Otarinia, M. A. (2024). The Impact of E-Commerce and Foreign Investment on Economic Growth in Developing Countries. Creative Economics and New Business Management Approaches, 2(2), 18–59. https://bmjournal.ir/index.php/bm/article/view/49
Pakpahan, Z. A. (2025). Justice and Legal Certainty as a Manifestation in the Context of Constitutional Law. Jurnal Ilmiah Advokasi, 13(1), 280–291. https://doi.org/10.36987/jiad.v13i1.7179
Pandey, A. (2022). Consumer Protection in the Era of E-Commerce: Issues and Challenges. International Journal of Legal Science and Innovation, 4(1), 632–640. https://www.ijlsi.com/UndertheaegisofVidhiAagaz-InkingYourBrain%0A
Prayuti, Y. (2024). Dinamika Perlindungan Hukum Konsumen di Era Digital: Analisis Hukum terhadap Praktik E-Commerce dan Perlindungan Data Konsumen di Indonesia. Jurnal Interpretasi Hukum, 5(1), 903–913. https://doi.org/10.55637/juinhum.5.1.8482.903-913
Rosca, C. (2024). Digital Arms for Digital Consumer Harms: Mapping Legal and Technical Solutions for Dark Patterns in EU Consumer Law [Maastricht University]. https://doi.org/10.26481/dis.20241203cr
Rosmayati, S. (2023). Tantangan Hukum dan Peran Pemerintah dalam Pembangunan E-Commerce. Koaliansi: Cooperative Journal, 3(1), 9–24. https://doi.org/10.32670/koaliansi.v3i1.3641
Sanchez Chamorro, L. (2024). Disentangling Vulnerability to Manipulative Designs: An Experiental Perspective to Rethink Resistance Strategies [University of Luxembourg]. https://orbilu.uni.lu/handle/10993/63301
Santiago, F., & Asnawi, M. N. (2024). Pengantar Teori Hukum: Dasar-dasar dan Perkembangan Teori Hukum dari Zaman Klasik Hingga Post-Modern (1 ed.). Kencana.
Santiago, O., Situmeang, A., & Nurlaily, N. (2025). Consumer Protection Against the Sale of Counterfeit Products in E-Commerce: A Human Rights and Legal Certainty Perspective in Indonesia. Jurnal Mediasas: Media Ilmu Syari’ah dan Ahwal Al-Syakhsiyyah, 8(1), 221–239. https://doi.org/10.58824/mediasas.v8i1.288
Sari KS, Y., Ablisar, M., Mulyadi, M., & Leviza, J. (2022). Analisis Yuridis Terhadap Tindak Pidana Manipulasi Informasi Pengguna E-Commerce Menurut Undang-Undang Nomor 11 Tahun 2008 Tentang Informasi Dan Transaksi Elektronik (Studi Putusan No. 542/Pid.Sus/2019/PN.Mlg). Locus: Jurnal Konsep Ilmu Hukum, 2(2), 53–67. https://doi.org/10.56128/jkih.v2i2.22
Sengge, A., Sudirman, & Umar, W. (2024). Pengawasan dan Penegakan Hukum E-Commerce oleh KPPU dalam Mengatasi Persaingan Usaha Tidak Sehat. Rewang Rencang: Jurnal Hukum Lex Generalis, 5(4), 1–12. https://ojs.rewangrencang.com/index.php/JHLG/article/view/604
Shahrullah, R. S., Park, J., & Irwansyah. (2024). Examining Personal Data Protection Law of Indonesia and South Korea: The Privacy Rights Fulfilment. Hasanuddin Law Review, 10(1), 1–20. https://doi.org/10.20956/halrev.v10i1.5016
Shin, S., & Ju, Y. (2024). Impact of Enforcement of Dark Pattern Law on Consumers and Online Platform Companies. Journal of Economics Marketing, and Management, 12(5), 21–30. https://doi.org/10.20482/jemm.2024.12.5.21
Sin, R., Harris, T., Nilsson, S., & Beck, T. (2025). Dark Patterns in Online Shopping: Do They Work and Can Nudges Help Mitigate Impulse Buying? Behavioural Public Policy, 9(1), 61–87. https://doi.org/10.1017/bpp.2022.11
Situmeang, S. M. T., Limbong, B. J., Utomo, S. S., Wuntu, H. F., Pudjiastuti, D., & Sutarjo. (2025). Etika Bisnis di Era Digitalisasi dan Penegakan Hukumnya dalam Perspektif Perlindungan Konsumen. Jurnal Hukum to-ra, 11(1), 35–54. https://doi.org/10.55809/tora.v11i1.407
Sudirman, L., & Disemadi, H. S. (2023). The Role Of Indonesian Online Marketplaces In Intellectual Property Rights Infringements: A Comparative Analysis. Jurnal Pembaharuan Hukum, 10(1), 90–103. https://doi.org/10.26532/jph.v10i1.30883
Sugianto, F., Sukardi, E., & Michael, T. (2021). Comparison of Legal Consumer Protection Systems in E-Commerce Transactions To Support Digital Economic Growth in Indonesia. Dalat University Journal of Science, 12(1), 39–51. https://doi.org/10.37569/dalatuniversity.12.1.814(2022)
Susipta, I. N. (2025). Dark Patterns dalam Digital Marketing: Etika dan Dampaknya terhadap Loyalitas Konsumen. International Journal of Economics and Management Research, 4(1), 583–590. https://doi.org/10.55606/ijemr.v4i1.324
Tan, D. (2021). Metode Penelitian Hukum: Mengupas dan Mengulas Metodologi dalam Menyelenggarakan Penelitian Hukum. NUSANTARA: Jurnal Ilmu Pengetahuan Sosial, 8(8), 2463–2478. https://doi.org/10.31604/jips.v8i8.2021.2463-2478
Whindari, Y., Pratiwi, N. R. N., Taufiqi, M. Z., Lutfi, M., & Rutiani, M. (2024). New Paradigm of Social Commerce Regulation Towards Indonesia Cyber Era (Comparative Study between Malaysia and South Korea). Kosmik Hukum, 24(3), 145–165. https://doi.org/10.30595/kosmikhukum.v24i3.24008
Widiarty, W. S., & Saragih, R. V. (2024). Hukum Perlindungan Konsumen di Era Globalisasi. Publika Global Media.
Xhelita, O., & Manthos, A. (2025). Dark Patterns on the Internet Under the EU Consumer Law. Springer Proceedings in Business and Economics, 863–871. https://doi.org/10.1007/978-3-031-81962-9_93
Xia, L., Baghaie, S., & Sajadi, S. M. (2024). The Digital Economy: Challenges and Opportunities in the New Era of Technology and Electronic Communications. Ain Shams Engineering Journal, 15(2). https://doi.org/10.1016/j.asej.2023.102411
Zac, A., Huang, Y. C., Von Moltke, A., Decker, C., & Ezrachi, A. (2025). Dark Patterns and Consumer Vulnerability. Behavioural Public Policy, 1–56. https://doi.org/10.1017/bpp.2024.49
Zuleika, N., Juninda, N. A., Darwin, Y. A., & Malik, A. (2025). Perlindungan Konsumen terhadap Testimoni Palsu dalam Bertransaksi di E-Commerce. JICN: Jurnal Intelek dan Cendikiawan Nusantara, 1(6), 10160–10168. https://jicnusantara.com/index.php/jicn/article/view/1923
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Putri Nabila Az-Zahra', Nurlaily, Agustianto
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.png){kind=small}
