Edukasi Atau Kejahatan: Tinjauan Yuridis Terhadap Keterlibatan Artis dalam Promosi Minuman Keras Beralkohol pada Acara Publik yang Disiarkan di Media Sosial

Abstract

The development of social media has transformed communication patterns and product promotion practices in society, including the promotion of alcoholic beverages involving artists or public figures. The participation of artists in public events that are broadcast through social media has generated debate regarding the boundaries between personal expression, entertainment, and promotional activities that may potentially violate legal provisions. This study aims to analyze the juridical perspective on artists’ involvement in the promotion of alcoholic beverages in social media broadcasts and to assess whether such actions can be classified as prohibited advertising under applicable laws and regulations. The research employs a normative legal method with statutory and conceptual approaches. Data were collected through literature review, including legislation, books, scientific journals, and other relevant legal sources. The findings indicate that artists’ involvement in displaying, consuming, or discussing alcoholic beverages on social media may generate promotional effects, particularly when conducted intentionally and associated with specific brands. Although Article 30 of the Regulation of the Minister of Trade of the Republic of Indonesia Number 20 of 2014 prohibits alcohol advertising in mass media, digital platforms have created new forms of covert promotion that are not yet comprehensively regulated. Therefore, a more adaptive legal interpretation is required to address technological developments and ensure public protection, especially for children and adolescents, from alcohol promotion influences. This study concludes that such involvement raises ethical and legal implications when it meets the elements of promotion under applicable regulations.