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AI-Powered Autonomy: Reforming Digital Privacy in Dominant Markets Through Consumer Protection Framework

Journal of Law and Legal Reform · Vol. 7 No. 4 (2026) · hlm. 1997–2022

DOI
10.15294/jllr.v7i3.29596
ISSN
2715-0968, 2715-0941
Terbit
2026-10-05
Penerbit
Faculty of Law, Universitas Negeri Semarang, Indonesia
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-nc-sa/4.0

Abstrak

This research examines how artificial intelligence and algorithmic systems deployed by dominant digital platforms, particularly in Indonesia’s e-commerce, undermine consumer autonomy through extensive data harvesting and preference manipulation. The study aims to analyze these AI-driven mechanisms against the consumer protection principles set out in Law No. 8/1999, particularly regarding consumers’ rights to accurate information and protection from deceptive practices. The research problem centers on the interpretive legal analysis of whether AI-powered personalization and opaque algorithmic decision-making violate consumer protection obligations, specifically transparency requirements and honest business practices mandated by Indonesian Consumer Protection Law. This study employs a doctrinal legal analysis methodology, incorporating a comparative assessment of Indonesian consumer law against the European Union’s regulatory framework, examining consumer protection frameworks, and conducting comparative case studies from global jurisdictions to develop comprehensive regulatory solutions. The research proposes an AI-Consumer Protection Framework requiring dominant platforms to provide clear, comprehensible information about algorithmic processes affecting consumers, ensuring compliance with transparency obligations under Articles 4 and 7 of the Consumer Protection Law. Findings reveal that current AI practices by digital platforms often violate consumer rights through manipulative algorithms and insufficient disclosure mechanisms. The study concludes that implementing mandatory algorithmic transparency and explainable AI practices would effectively safeguard consumer autonomy while ensuring fair business practices in digital markets. The proposed framework establishes governance structures that uphold consumer rights, promote algorithmic accountability, and support equitable digital commerce while balancing technological innovation with fundamental consumer protections required by Indonesian law.

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Xavier NugrahaAfiliasi tidak diketahui3
Novi Wahyu RiwayantiAfiliasi tidak diketahui2
Gio Arjuna PutraAfiliasi tidak diketahui2
Ermanto FahamsyahAfiliasi tidak diketahui2
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Kiki KristantoAfiliasi tidak diketahui1
Muhamad Adystia SunggaraAfiliasi tidak diketahui1
Mas Putra Zenno JanuarsyahAfiliasi tidak diketahui1
Pita PermatasariAfiliasi tidak diketahui1
Norazlina Abdul AzisAfiliasi tidak diketahui1
Adnan MahmutovicAfiliasi tidak diketahui1
Nun HarrietiAfiliasi tidak diketahui1
Romidon HidayatAfiliasi tidak diketahui1
Faizal KurniawanUniversitas Airlangga1
Bart JansenAfiliasi tidak diketahui1
Peter Jeremiah SetiawanAfiliasi tidak diketahui1
Ramadhan Dwi SaputraAfiliasi tidak diketahui1
Glenn WijayaAfiliasi tidak diketahui1
Hari Sutra DisemadiDiponegoro University1
David TanAfiliasi tidak diketahui1
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Mahmul SiregarAfiliasi tidak diketahui1
Dedi HariantoAfiliasi tidak diketahui1
Mariane Magda KetarenAfiliasi tidak diketahui1
Etty MulyatiAfiliasi tidak diketahui1
Rita SupandiAfiliasi tidak diketahui1
Absar KartabrataAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/jllr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">AI-Powered Autonomy: Reforming Digital Privacy in Dominant Markets Through Consumer Protection Framework</dc:title>
	<dc:creator xml:lang="en">Taufiqurrohman, Moch. Marsa</dc:creator>
	<dc:creator xml:lang="en">Murwadji, Tarsisius</dc:creator>
	<dc:creator xml:lang="en">Lita, Helza Nova</dc:creator>
	<dc:creator xml:lang="en">Taniady, Vicko</dc:creator>
	<dc:subject xml:lang="en">Algorithmic Transparency</dc:subject>
	<dc:subject xml:lang="en">Consumer Protection</dc:subject>
	<dc:subject xml:lang="en">Digital Rights</dc:subject>
	<dc:subject xml:lang="en">AI Governance</dc:subject>
	<dc:subject xml:lang="en">Consumer Autonomy</dc:subject>
	<dc:description xml:lang="en">This research examines how artificial intelligence and algorithmic systems deployed by dominant digital platforms, particularly in Indonesia’s e-commerce, undermine consumer autonomy through extensive data harvesting and preference manipulation. The study aims to analyze these AI-driven mechanisms against the consumer protection principles set out in Law No. 8/1999, particularly regarding consumers’ rights to accurate information and protection from deceptive practices. The research problem centers on the interpretive legal analysis of whether AI-powered personalization and opaque algorithmic decision-making violate consumer protection obligations, specifically transparency requirements and honest business practices mandated by Indonesian Consumer Protection Law. This study employs a doctrinal legal analysis methodology, incorporating a comparative assessment of Indonesian consumer law against the European Union’s regulatory framework, examining consumer protection frameworks, and conducting comparative case studies from global jurisdictions to develop comprehensive regulatory solutions. The research proposes an AI-Consumer Protection Framework requiring dominant platforms to provide clear, comprehensible information about algorithmic processes affecting consumers, ensuring compliance with transparency obligations under Articles 4 and 7 of the Consumer Protection Law. Findings reveal that current AI practices by digital platforms often violate consumer rights through manipulative algorithms and insufficient disclosure mechanisms. The study concludes that implementing mandatory algorithmic transparency and explainable AI practices would effectively safeguard consumer autonomy while ensuring fair business practices in digital markets. The proposed framework establishes governance structures that uphold consumer rights, promote algorithmic accountability, and support equitable digital commerce while balancing technological innovation with fundamental consumer protections required by Indonesian law.</dc:description>
	<dc:publisher xml:lang="en">Faculty of Law, Universitas Negeri Semarang, Indonesia</dc:publisher>
	<dc:date>2026-10-05</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/jllr/article/view/29596</dc:identifier>
	<dc:identifier>10.15294/jllr.v7i3.29596</dc:identifier>
	<dc:source xml:lang="en">Journal of Law and Legal Reform; Vol. 7 No. 4 (2026): October, 2026 (In Press); 1997-2022</dc:source>
	<dc:source>2715-0968</dc:source>
	<dc:source>2715-0941</dc:source>
	<dc:source>10.15294/jllr.v7i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/jllr/article/view/29596/11656</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Moch. Marsa Taufiqurrohman, Tarsisius Murwadji, Helza Nova Lita, Vicko Taniady (Author)</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-nc-sa/4.0</dc:rights>
</oai_dc:dc>