Legal Protection for Consumers and Brand Owners Against the Circulation of Counterfeit Goods: A Case Study of Djitoe Bold Cigarettes in Pangkalpinang
Keywords:
Legal Protection, Trademark Counterfeiting, Consumer Protection, Counterfeit Goods.
Abstract
For both registered trademark owners and consumers, the market's circulation of fake goods especially cigarettes under the DJITOE BOLD brand presents significant challenges. The purpose of this study is to examine the types of legal protection available to registered trademark owners who have been harmed by trademark counterfeiting, as well as to consumers who have been harmed by buying subpar counterfeit goods. With a statutory approach and a case study methodology, this study uses a normative legal research type and focuses on Pangkalpinang District Court Decision Number 17/Pid.B/2022/PN Pgp. The results of the study show that while Law Number 8 of 1999 concerning Consumer Protection provides consumer protection, Law Number 20 of 2016 concerning Trademarks and Geographical Indications regulates legal protection for trademark owners. Although the court ruling against the trademark counterfeiter is thought to have satisfied the criminal requirements, consumer protection is still not being implemented as well as it could be, particularly in terms of redress or compensation procedures. To stop the more efficient spread of fake goods in the future, this study suggests that consumer protection organizations, brand owners, and law enforcement organizations coordinate more closely.
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5. BPKN. (2022). Consumer complaint handling and protection mechanisms in Indonesia. Retrieved from https://bpkn.go.id/
6. BPKN. (2025). Consumer complaints and compensation statistics. Retrieved from https://siplawfirm.id/how-businesses-can-avoid-violating-consumer-rights-in-indonesia/
7. Fahrozi, M. H. (2022). Legal protection of trademarks of goods and services in Indonesia. Atlantis Press.
8. Flevin. (n.d.). Law No. 8 of 1999 on Consumer Protection (BI). Retrieved from https://www.flevin.com/id/lgso/translations/Laws/Law%20No.%208%20of%201999%20on%20Consumer%20Protection%20%28BI%29.pdf
9. Hafirman Said, D. (2024). Application of Law No. 8 of 1999 concerning Consumer Protection to minimize consumer disputes. Jurnal Legal Brief, 1585. Retrieved from https://legal.isha.or.id/index.php/legal/article/download/339/268/1156
10. Hukumonline. (2023). Merek Dipakai Orang Tanpa Izin, ke Mana Meminta Ganti Rugi. Retrieved from https://www.hukumonline.com/klinik/a/merek-dipakai-orang-tanpa-izin--ke-mana-meminta-ganti-rugi-lt53c90619e8d43/
11. Law Gratis. (2025, March 20). Consumer Law Indonesia – Law Gratis: Right to Redress and Consumer Rights. Retrieved from https://www.lawgratis.com/blog-detail/consumer-law-indonesia
12. Lexology. (2024, September 23). Snapshot: trademark enforcement in Indonesia.
13. Manurung, O. P. M., Sidauruk, J., & Situmorang, S. F. B. (2025). The legal arrangements of intellectual property rights in Indonesia on addressing Priority Watch List status. Jurnal Daulat Hukum, 8(2), 277–293. https://doi.org/10.30659/jdh.v8i2.47251
14. OECD & EUIPO. (2020). Global trade in fakes: A worrying threat. Retrieved from https://euipo.europa.eu/tunnel-web/secure/webdav/guest/document_library/observatory/documents/reports/Global_trade_in_fakes/Global_Trade_in_Fakes_EN.pdf
15. Panjaitan, H., Bethlen, A., Saragi, P., & Situmeang, T. (2025). Synergy of trademark protection and consumer rights: A legal analysis on the prevention of product counterfeiting. JHK: Jurnal Hukum dan Keadilan, 2(5). https://doi.org/10.61942/jhk.v2i5.420
16. Puspita, Y. B., Saidin, O., Leviza, J., & Affila, A. (2023). Ganti Rugi Atas Penggunaan Merek Yang Memiliki Persamaan Pada Pokoknya. Locus: Jurnal Konsep Ilmu Hukum, 3(3), 134–150. https://doi.org/10.56128/jkih.v3i3.295
17. Rouse. (2020). Intellectual property enforcement guide: Indonesia. Retrieved from https://www.rouse.com/insights/news/2020/intellectual-property-enforcement-guide-indonesia
18. Rouse. (2022, February 8). Enforcing trade mark rights in Indonesia. Retrieved from https://rouse.com/insights/news/2022/enforcing-trade-mark-rights-in-indonesia
19. Saputro, T. A., Febriandika, N. R., Hertanto, I., & Rahmawati, A. R. (2025). Addressing intellectual property crime in Indonesia: Challenges to achieving economic justice. Indonesian Journal of Crime and Criminal Justice, 1(2), 208–229. https://doi.org/10.62264/ijccj.v1i2.152
20. Silitonga, R. B. A., Panjaitan, H., & Saragi, P. (2025). Legal Protection for Owners of Well-Known Trademarks from the Perspective of Court Decisions. International Journal of Law, Crime and Justice, 2(2), 63–71. https://doi.org/10.62951/ijlcj.v2i2.569
21. Siplawfirm. (2023, December 11). Tips, Ancaman Hukuman dan Perlindungan Merek di Era Digital. Retrieved from https://siplawfirm.id/perlindungan-merek/?lang=id
22. Swarajustisia. (2021). Penegakan Hukum terhadap Tindak Pidana Hak Merek. Retrieved from https://swarajustisia.unespadang.ac.id/index.php/UJSJ/article/view/212
23. TRACIT. (2023). Examining the negative impact of illicit trade on the ASEAN community vision 2025. Retrieved from https://www.tracit.org/uploads/1/0/2/2/102238034/tracit_aseancommunity_june2023.pdf
24. Widjojo Law Firm. (2025, June 26). Trademark registration process in Indonesia. Retrieved from https://widjojo.id/trademark-registration-process/
Published
2025-09-05
How to Cite
Permatasari, W., & Saliman, A. R. (2025). Legal Protection for Consumers and Brand Owners Against the Circulation of Counterfeit Goods: A Case Study of Djitoe Bold Cigarettes in Pangkalpinang. International Journal of Science and Society, 7(3), 213-222. https://doi.org/10.54783/ijsoc.v7i3.1507
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