Legal Analysis of Legal Responsibility in Cooperation Contracts between Brands and Influencers in Indonesia
Analisis Yuridis Tanggung Jawab Hukum dalam Kontrak Kerja Sama antara Brand dengan Influencer di Indonesia
DOI:
https://doi.org/10.21070/ups.9004Keywords:
Influencer, Brand, Construction contract agreement, Business Partnerships, LawAbstract
The development of digital marketing through social media has encouraged collaboration between brands and influencers as an effective promotional strategy. However, issues arise regarding the legal status of influencers, whether they are civil partners or employees in a formal employment relationship. This study aims to analyze the legal relationship between brands and influencers, and examine the rights, obligations, and responsibilities of each party from an Indonesian legal perspective. The method used is normative juridical, with a statutory approach based on primary and secondary legal sources. The results indicate that if the collaboration fulfills the elements of work, orders, and fixed remuneration, it is considered an employment relationship subject to labor law. Conversely, if the influencer has autonomy without subordination, the relationship is considered a civil partnership. This unclear status creates legal risks, necessitating specific regulations to ensure legal certainty and protect rights in the digital economy era.
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