A Legal Review Of Consumer Protection Against Dynamic Pricing Practices On Digital Platfroms In Indonesia

Abstract

The growth of the digital economy in Indonesia has given rise to the practice of dynamic pricing implemented by various digital platforms, including e-commerce and app-based transportation. This practice uses AI-based algorithms to adjust prices in real-time based on demand, consumer behavior and user profiling data. This study aims to analyze the legal framework for consumer protection that applies to dynamic pricing practices on Indonesian digital platforms, identify legal gaps and recommend necessary regulatory updates. The research method uses a normative juridical approach with a statutory and conceptual framework. Research results show that Law Number 8 of 1999 on Consumer Protection, Law Number 7 of 2014 on Trade, Law Number 11 of 2008 in conjunction with Law Number 1 of 2024 on Electronic Information and Transactions, as well as Law Number 27 of 2022 on Personal Data Protection, do not specifically regulate the transparency of pricing algorithms. This regulatory gap has the potential to violate consumers' rights to accurate and honest information as guaranteed by Article 4 of the Consumer Protection Law.