Ketimpangan Perlindungan Hukum Afiliator di Platform E-Commerce Indonesia

Abstract

Pesatnya perkembangan e-commerce di Indonesia telah melahirkan berbagai model bisnis baru, termasuk program afiliasi yang mempertemukan afiliator sebagai pihak ketiga dengan konsumen melalui promosi produk. Namun, hubungan hukum antara afiliator dan platform e-commerce seperti Shopee, TikTok Shop, dan Lazada masih menyisakan persoalan perlindungan hukum, terutama dalam aspek kejelasan hak atas komisi dan mekanisme penyelesaian sengketa. Penelitian ini bertujuan untuk menganalisis bentuk perjanjian afiliasi dalam e-commerce dan menelaah sejauh mana regulasi dan implementasinya melindungi hak-hak afiliator. Metode yang digunakan adalah yuridis empiris dengan pendekatan deskriptif-analitis, melalui studi dokumen hukum dan wawancara dengan afiliator aktif dari berbagai platform. Hasil penelitian menunjukkan bahwa perjanjian afiliasi bersifat sepihak (adhesi) dan tidak sepenuhnya memberikan jaminan perlindungan terhadap afiliator, khususnya dalam hal transparansi komisi dan akses penyelesaian sengketa. Sementara regulasi seperti UU ITE dan PP No. 80 Tahun 2019 telah mengatur e-commerce secara umum, namun belum secara khusus mengakomodasi posisi hukum afiliator. Penelitian ini merekomendasikan perlunya formulasi kebijakan khusus, berupa penguatan norma kontraktual dan pembentukan mekanisme penyelesaian sengketa yang adil dan setara bagi afiliator di ranah digital.

Kata Kunci: Afiliator, E-commerce, Hukum kontrak elektronik, Perlindungan hukum, Sengketa

Legal Protection Inequality for Affiliates on E-Commerce Platforms in Indonesia

ABSTRACT

The evolution of digital technology has significantly impacted trade dynamics in Indonesia, notably through the emergence of e-commerce platforms such as Shopee and TikTok Shop. These platforms promote affiliate programs, enabling individuals to earn commissions by marketing products online. However, the contractual relationship between affiliates and platforms is often imbalanced, with standard-form electronic agreements that offer limited protection to affiliates, particularly in terms of commission rights and dispute resolution mechanisms. This research seeks to examine how affiliate agreements are structured in Indonesian e-commerce platforms and how they affect the legal protection of affiliates. Furthermore, it explores policy formulations aimed at strengthening both normative and practical aspects of affiliate protection. Utilizing a normative juridical method with a statutory and comparative approach, the study reveals a lack of legal safeguards and clarity for affiliates, exacerbated by unilateral policy changes and weak bargaining positions. The study concludes with recommendations for regulatory improvement, including more transparent contractual terms and dispute mechanisms to ensure justice, equity, and legal certainty for affiliates in the digital economy.

Keywords: Affiliate Agreement, Commission, Consumer Protection, Dispute Resolution, E-Commerce