The Legal Responsibility of Business Actors Regarding SEAO Fiber Drink Benefit Claims in Fostering Consumer Trust and Protection in Indonesia
Abstract
The rapid growth of the functional food industry in Indonesia, particularly fiber drinks, creates new challenges in consumer protection law enforcement. PT SEAO SUPER FIBE, through its SÉAO product, positions itself as a solution for digestive health and weight management. However, there is a gap between administrative regulations (BPOM Distribution Permit) and marketing strategies that utilize detoxification and weight management claims based on scientific studies that were recently retracted. This research aims to analyze the legal responsibility of business actors regarding the validity of product benefit claims and the juridical implications of potential overclaiming in building consumer trust. Using a normative juridical research method with a statutory and conceptual approach, this research finds that the use of "Detox" claims for conventional processed food categories potentially violates food labeling and advertising regulations. Furthermore, reliance on scientific references that are no longer valid creates a risk of strict liability for business actors. This article recommends harmonization between marketing narratives and globally recognized scientific standards to ensure comprehensive consumer protection.
Downloads
References
Ana. (2026). Waspada Konsumsi Snack untuk Ibu Hamil dan Menyusui: Kenali Kandungan dan Alergennya. https://www.lemon8-app.com/ana_filosofia_k/7424834021105877521?region=id
Anroneka, I. A. S., & Octora, R. (2026). Pertanggungjawaban Hukum Pelaku Usaha Industri Rumah Tangga Pangan dan Mekanisme Pengawasan Pemerintah terhadap Pelabelan dan Promosi Produk Pangan Secara Daring. Jurnal Hukum Lex Generalis, 7(4). https://doi.org/10.56370/jhlg.v7i4.2971
Bahar, R. A., Prawesthi, W., Nasution, D. W., & Damayanti, S. S. (2023). Analisis Perlindungan Konsumen dalam Transaksi Online Marketplace TikTok Shop: Perspektif Hukum Positif Indonesia. Lex Journal: Kajian Hukum Dan Keadilan, 7(2), 369–385. https://doi.org/10.25139/lex.v9i3.11038
Bikin Pabrik. (2026). Peraturan Ritel, Label dan Iklan. https://bikinpabrik.id/peraturan-ritel-label-dan-iklan/
Budisusila, A. (2021). Transformasi Ekonomi Indonesia Pasca Pandemi Covid 19. Sanata Dharma University Press.
Deswari, M. P., Sucia, Y., & Fikrina, A. (2025). Tanggung Jawab Hukum Perusahaan Terhadap Kerugian Yang Diderita Konsumen Akibat Produk Cacat. Jurnal Riset Dan Pengabdian Interdisipliner, 2(1). https://doi.org/10.37905/jrpi.v2i1.30691
Disantara, F. P., Hamdani, F., Fauzia, A., & Disantara, G. I. P. (2024). Sistem Hukum Penanggulangan Darurat Kesehatan dalam Perspektif Omnibus Law: Relasi terhadap Hak Asasi Manusia. Jurnal Interpretasi Hukum, 5(2), 1120–1130.
EFSA Panel on Dietetic Products, N. and A. (2011a). Scientific Opinion on the substantiation of a health claim related to sugar beet fibre and increasing faecal bulk pursuant to Article 13(5) of Regulation (EC) No 1924/2006. EFSA Journal, 9(12), 1–8. https://www.pektos.ch/wp-content/uploads/2025/02/5.2-EFSA-scientific-opinion-SBF.pdf
EFSA Panel on Dietetic Products, N. and A. (2011b). Scientific Opinion Part I on the substantiation of health claims related to various food(s)/food constituent(s) not supported by pertinent human data (ID 411, 559, 1174, 1184, 1197, 1380, 1409, 1656, 1667, 1670, 1763, 1767, 1806, 1884, 1908, 1997, 2141, 2. EFSA Journal, 9(6).
Food and Drug Administration. (2025a). FDA Finalizes Updated “Healthy” Nutrient Content Claim. https://www.fda.gov/food/hfp-constituent-updates/fda-finalizes-updated-healthy-nutrient-content-claim
Food and Drug Administration. (2025b). Use of the “Healthy” Claim on Food Labeling. https://www.fda.gov/food/nutrition-food-labeling-and-critical-foods/use-healthy-claim-food-labeling
Government of the Republic of Indonesia. (1999). Peraturan Pemerintah Republik Indonesia Nomor 69 Tahun 1999 tentang Label dan Iklan Pangan Presiden Republik Indonesia. https://pergizi.org/images/stories/downloads/PP/pp 69 1999 ttg label dan iklan pangan.pdf
Humiati, & Silfiah, R. I. (2021). Jaminan Produk Halal sebagai Perlindungan Hak Warga Negara. Lex Journal: Kajian Hukum Dan Keadilan, 5(2), 304–324. https://doi.org/10.25139/lex.v5i2.4576
Istana UMKM. (2025). Cantumkan Klaim di Kemasan? Kenali Dulu Ketentuannya. https://istanaumkm.pom.go.id/blog/post/cantumkan-klaim-di-kemasan-kenali-dulu-ketentuannya
Jalilah, S. K., Djumardin, & Hirsanuddin. (2023). Consumer Protection against the Inclusion of Standard Clauses Containing Exconeration Clauses in Parking Agreements. Lex Journal: Kajian Hukum Dan Keadilan, 7(1), 185–201. https://doi.org/10.25139/lex.v7i1.10092
JDIH POM. (2022). Rancangan Peraturan Badan Pengawas Obat dan Makanan Nomor 1 Tahun 2022 tentang Pengawasan Klaim pada Label dan Iklan Pangan Ol. https://jdih.pom.go.id/download/rule/1341/1/2022/Peraturan Badan Pengawas Obat dan Makanan Nomor 1 Tahun 2022 tentang Pengawasan Klaim pada Label dan Iklan Pangan Olahan
Kahiji. (2026). Perhatikan! Makanan Berlabel Sehat Ini Ternyata Bisa Meningkatkan Gula Darah. https://www.lemon8-app.com/bumi.kahiji/7272974232210915842?region=id
Kantor, M. (2025). Health Claims and Dietary Fiber. https://easconsultinggroup.com/health-claims-and-dietary-fiber/
Marzuki, P. M. (2014). Metode Penelitian Hukum. Kencana Prenada Media Group.
Ningrum, A. W. (2025). Tanggung Jawab Pelaku Usaha Iklan di Website Menurut Hukum Positif di Indonesia. Jurnal Ilmiah FH UNRAM, 1–21. https://eprints.unram.ac.id/49084/2/JURNAL AMALIA WIDYA NINGRUM D1A021337 %282%29 %281%29.pdf
Nutrition and Allergies (NDA) EFSA Panel on Dietetic Products. (2010). Scientific Opinion on the substantiation of health claims related to dietary fibre (ID 744, 745, 746, 748, 749, 753, 803, 810, 855, 1415, 1416, 4308, 4330) pursuant to Article 13(1) of Regulation (EC) No 1924/2006. EFSA Journal, 8(10). https://doi.org/10.2903/j.efsa.2010.1735
Pattipawae, D. (2018). Tanggung Jawab Produsen di Bidang Pangan terhadap Konsumen. Perspektif Hukum Journal, 17(2).
Pradana, G. W. (2023). Syarat dan Larangan Klaim pada Iklan Pangan Olahan. https://prolegal.id/syarat-dan-larangan-klaim-pada-iklan-pangan-olahan/
Pranda, C. M. (2022). Tinjauan Hukum terhadap Iklan yang Menyesatkan Berdasarkan Undang-Undang Perlindungan Konsumen di Indonesia Hukum Internasional Terkait. Jurnal Paradigma Hukum Pembangunan, 7(2), 1–17. https://doi.org/10.25170/paradigma.v7i2.3544
Retraction Watch. (2025). Study on apple cider vinegar for weight loss retracted after many raise concerns. https://retractionwatch.com/2025/09/23/apple-cider-vinegar-weight-loss-study-retracted-bmj/
Slavin, J. (2013). Fiber and Prebiotics: Mechanisms and Health Benefits. Nutrients, 5(4), 1417–1435. https://doi.org/10.3390/nu5041417
Sondakh, A. Z. (2017). Aspek Hukum Pelaku Usaha Periklanan dan Produk Iklan yang Melanggar Periklanan Menurut Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen. Lex Privatum, 5(3), 5–13.
Tsabita, A., Subagyono, B. S. A., & Chumaida, Z. V. (2023). Kepastian Hukum Tanggung Gugat dalam Perlindungan Konsumen Pengguna Jasa Maklon pada Industri Kecantikan oleh Perusahaan Maklon. Perspektif: Kajian Masalah Hukum Dan Pembangunan, 28(2), 110–118.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Shella Ayu Noviyanti, M. Syahrul Borman, Nur Handayati
This work is licensed under a Creative Commons Attribution 4.0 International License.
