Analysis of Digital Marketing Regulation in Modern Legal Perspective

Abstract

The development of digital marketing as part of the digital
economic transformation has brought significant changes
to business activities, particularly in the relationships
between businesses, consumers, and digital platforms. This
study aims to analyze the effectiveness of regulations
governing digital marketing and to examine the urgency of
strengthening these regulations in the face of rapidly
advancing technological developments. The research
method employed is a normative legal approach using
legislative and conceptual frameworks, through an analysis
of regulations related to electronic transactions, consumer
protection, and personal data protection. The findings
indicate that, normatively, the regulations have provided a
sufficient legal foundation; however, their implementation
still faces various challenges, such as limited oversight, low
legal awareness, and the complexity of legal relationships
within the digital ecosystem. Furthermore, the urgency of
strengthening regulations is increasing in tandem with the
high risk of violations of consumer rights and the misuse of
personal data. Therefore, more adaptive, harmonious, and
responsive regulations are needed to keep pace with
technological developments, in order to create an effective,
fair, and sustainable legal system that supports the growth
of the digital economy.