THE ROLE OF BUSINESS LAW IN IMPROVING CONSUMER PROTECTION IN THE DIGITAL AGE

Abstract

Purpose: The purpose of this study is to identify and analyze the role of business law in improving consumer protection in the digital era.   Theoretical reference: The development of digital technology has brought significant impacts in the business world, including in terms of interactions between businesses and consumers. The digital era has opened up new opportunities for businesses to sell products and services online, but it has also created new challenges in terms of consumer protection. Consumers often face risks such as fraud, privacy violations, or dissatisfaction with the products or services they purchase online. Therefore, it is important to examine the role of business law in enhancing consumer protection in the digital era.   Method: This research uses a normative research method, while the data collection technique is carried out by literature study which involves searching and analyzing legal documents related to consumer protection in the digital era.   Results and Conclusion: The results show that the role of business law in improving consumer protection in the digital era includes establishing and enforcing regulations that protect consumers, regulating the privacy and security of consumer data, ensuring transparency and clear information for consumers, establishing the responsibility of producers and sellers for the quality, safety, and reliability of products and services offered,  providing effective dispute resolution mechanisms for consumers, and increasing consumer education and awareness, providing information about consumer rights, the risks of online transactions, and how to deal with problems in the digital environment.   Implications of research: The data suggests advocating for tailored business laws to address digital-era consumer protection, privacy, and data security. It emphasizes the importance of legal compliance in digital operations to build consumer trust and mitigate legal risks. Additionally, the data highlights the need to prioritize initiatives aimed at educating consumers about their online rights, risks, and dispute resolution mechanisms, ultimately empowering them in the digital landscape.   Originality/value: The data contributes to legal scholarship by addressing a critical gap through the exploration of how business law intersects with consumer protection in the digital age. It provides practical relevance by offering actionable insights for policymakers, businesses, and consumers to navigate the rapidly evolving legal and digital landscapes. Furthermore, it paves the way for future research by highlighting the need for further inquiry into the effectiveness of legal interventions and the evolution of consumer behaviors online.