en

Law Journal of the National Academy of Internal Affairs

  • Received 09.12.2024,
  • Revised 28.02.2025,
  • Accepted 25.03.2025
Download article Download article
Volume 15, No. 1, 2025
  • validity of digital agreements; legal relationships; legal uncertainty; e-commerce; imbalance of legal positions
  • https://doi.org/10.63341/naia-chasopis/1.2025.59
  • Pages 59-71

The development of digital technologies has led to the expansion of affiliate marketing as a crucial marketing strategy in the e-commerce ecosystem. However, the validity of digital agreements, which serve as the basis for legal relations between the parties in this practice, is subject to legal uncertainty. The purpose of this study was to analyse the validity of digital agreements in affiliate marketing from the perspective of positive law in Indonesia and their impact on the legal relationship between the parties involved – sellers and affiliates. Based on the regulatory approach, this study analysed the relevant regulations, such as the Law of Indonesia “On Electronic Information and Transactions” and the Civil Code of Indonesia, and assessed the existing legal gaps in the context of affiliate marketing. The study found that while digital transactions are legally recognised, key elements such as commission mechanisms, rights and obligations of the parties, and the use of electronic signatures are often insufficiently regulated, leading to legal uncertainty. This uncertainty affects the legal relationship between the parties, provoking the risk of contract abuse, an imbalance of legal positions between the seller and affiliates, and potential conflicts that may impede trust in the digital marketing ecosystem. The study demonstrated the need for more detailed and specific legal regulation to ensure the validity of digital agreements in affiliate marketing, provide legal certainty, and establish fair and sustainable legal relations for all parties involved

References

[1] Aditiya, V., Sari, N., Suryani, L., & Suryani, L. (2024). The influence of social media and lifestyle on consumptive behaviour in spaylater users on Shopee. Innovative: Journal of Social Science Research, 4(1), 10429-10441. doi: 10.31004/innovative.v4i1.9085.

[2] Alfaqiih, A., Nurjihad, Riswandi, B.A., & Ibrahim, H.F. (2023). Regulations on the registration system of marketing affiliation programme on electronic contracts for minors without parental consent. KnE Social Sciences, 8(9), 391-404. doi: 10.18502/kss.v8i9.13352.

[3] Candra, S.A. (2024). E-commerce transactions predicted to reach IDR 1.730 trillion by 2025. Retrieved from https://news.ddtc.co.id/berita/nasional/1801533/transaksi-e-commerce-diprediksi-tembus-rp-1730- triliun-pada-2025.

[4] Cowandy, C.N. (2021). The legal position of debt agreement behind the sale and purchase agreement. Journal Education and Development, 9(4).

[5] Ghassani, D.N., Mulyati, E., & Permata, R.R. (2023). Application of standard clauses by endorsees in endorsement agreements in relation to the principle of decency. Al Qalam: Scientific Journal of Religion and Society, 17(6), 4017-4036. doi: 10.35931/aq.v17i6.2719.

[6] Gunawan, J., & Waluyo, B.M. (2016). Standard agreement: Problems and solutions. Jakarta: PT Pelangi Grafika Rancangmedia.

[7] Handriani, A., & Mulyanto, E. (2021). Legal certainty related to the importance of conducting written agreements in transactions. Pamulang Law Review, 4(1). doi: 10.32493/palrev.v4i1.12787.

[8] Hanifah, I., & Koto, I. (2023). Electronic agreements made by minors. Legality: Journal of Law, 14(2), 187. doi: 10.33087/legalitas.v14i2.332.

[9] Haris, O.K., Yuningsih, D., & La Aci, M.H. (2024). Underhand agreement viewed from the principle of pacta sunt servanda. Halu Oleo Legal Research, 6(2), 247-257. doi: 10.33772/holresch.v6i2.848.

[10] Huda, D.S.M. (2024). Khiyar as a default clause to determine the occurrence of default in electronic contracts (e-commerce). (Master thesis, Universitas Islam Indonesia, Yogyakarta, Indonesia).

[11] Husna, F. (2023). The role of affiliators in attracting consumer shopping interest. National Seminar on Tourism and Entrepreneurship (SNPK), 2, 299-306. doi: 10.36441/snpk.vol2.2023.135.

[12] Hutabalian, V. (2021). Analysis of consumer rights protection against the principle of freedom of contract in e-commerce transactions according to positive law (study on Shopee). (Bachelor thesis, HKBP Nommensen University, Medan, Indonesia).

[13] Hutagalung, K., Hasnati, H., & Afrita, I. (2021). Consumer legal protection against standard agreements that harm consumers. Mizan: Journal of Legal Science, 10(2), 207-231. doi: 10.32503/mizan.v10i2.1850.

[14] Isnaeni, M. (2016). Introduction to the law of collateral. Surabaya: Revka Petra Media

[15] Jaang, S. (2023). Analysis of legal protection of consumers based on the principles of justice. Journal of Law and Human Rights Wara Sains, 2(5), 349-357. doi: 10.58812/jhhws.v2i05.303.

[16] Jatmika, A., & Widiarini, A.D. (2023). Snapcart research: Shopee affiliates lead the e-commerce affiliate programme market. Retrieved from https://money.kompas.com/read/2023/07/14/122912326/riset- snapcart-shopee-affiliate-pimpin-pasar-program-afiliasi-e-commerce.

[17] Kemp, S. (2023). Digital 2023: Indonesia. Retrieved from https://datareportal.com/reports/digital-2023- indonesia.

[18] Krisna, A. (2021). Juridical analysis of mortgage rights registration for legal certainty in resolving problem loans (case study at the Kampar-Riau Regency Land Office). (Master thesis, Islamic University of Riau, Pekanbaru, Indonesia).

[19] Lestari, A.Y., & Heriyani, E. (2009). Fundamentals of contract and agreement making. Yogyakarta: Moco Media.

[20] Maharani, V. (2024). Judge’s legal considerations in reducing the sentence for the crime of pre-planning murder Gustav Radbruch’s legal objective theory perspective. (Case study of Supreme Court Decision Number 813 K/ Pid/2023). (Bachelor thesis, State Islamic University Prof. K.H. Saifuddin Zuhri, Purwokerto, Indonesia).

[21] Marlinah. (2024). The urgency of the principle of proportionality in professional employment agreements to realise justice. (Doctoral Dissertation, University of Jambi, Jambi, Indonesia).

[22] Mochtar, D.A. (2019). The principle of balance in the implementation of factoring agreement. Journal of Legal Horizons, 10(2), 146-155.

[23] Moh, A., & Hernoko, A.Y. (2019). Characteristics of party autonomy in a transnational electronic consumer contract. Yuridika, 35(1), 55-74. doi: 10.20473/ydk.v35i1.15105.

[24] Mokosolang, A.A., Korah, R.S.M., & Mamengko, R.S. (2023). The legal effectiveness of electronic mail as civil case evidence (based on Law Number 19 of 2016 concerning Electronic Information and Transactions). Lex Administratum, 11(4).

[25] Nasaruddin, N., & Erwin, Y. (2023). Implementation of the principle of balance in standard agreements to realise justice for the parties. Journal Law and Government, 1(1), 17-40. doi: 10.31764/jlag.v1i1.12989.

[26] Nielsen. (2023). Nielsen study reveals majority of consumers actively avoid ads across podcast, streaming and live TV platforms. Retrieved from https://www.nielsen.com/id/news-center/2023/nielsen-study-reveals-majority-of-consumers-actively-avoid-ads-across-podcasts-streaming-and-live-tv-platforms/.

[27] Putri Nabila, A., & Djayaputra, G. (2023). The urgency of implementing freedom of contract in formulating agreements to realise justice for parties. UNES Law Review, 6(2), 4072-4080. doi: 10.31933/unesrev.v6i2.1246.

[28] Rachmat, B.K. (2024). Legal protection of affiliators in providing Commissions on the Tiktok E-Commerce Programme from the perspective of the Civil Code. (Bachelor thesis, Syarif Hidayatullah State Islamic University, Jakarta, Indonesia).

[29] Rafiqih, A., (2022). Affiliate system in Shopee marketplace according to Islamic law and positive law in Indonesia. (Bachelor thesis, Syarif Hidayatullah State Islamic University, Jakarta, Indonesia).

[30] Rahman, A., & Ardiansyah, A. (2023). Legal settlement of default in payment of Shopee affiliate services perspective of DSN MUI Fatwa No. 62/DSN-MUI/XXI/2007 (Case study of Shopee Medan Application). Journal EDUCATIO: Journal of Indonesian Education, 9(2), 903-911. doi: 10.29210/1202323301.

[31] Riadi, R.Y.A.T., Rato, D., & Susanti, D.O. (2022). Legality of electronic contracts as evidence in civil law perspective. Indonesian Scientific Journal, 7(3). doi: 10.36418/syntax-literate.v7i3.6452.

[32] Shopee. (2020). Shopee Affiliate Programme terms and conditions for individuals. Retrieved from https://help.shopee.co.id/portal/4/article/71217.

[33] Syahputra, M.A. (2023). Juridical analysis of the affiliate marketing system in Indonesia civil law perspective. (Bachelor Tesis, Muhammadiyah University of North Sumatra, Medan, Indonesia).

[34] Syahrum, M. (2022). Introduction to legal research methodology: Normative, empirical studies, writing proposals, thesis reports and theses. Riau: Dotplus Publisher.

[35] Virginila, E.A. (2024). Working partnership agreement between drivers (Gojek) and PT. Goto Gojek Tokopedia Tbk. (Bachelor thesis, Syarif Hidayatullah State Islamic University, Jakarta, Indonesia).

[36] Wahyuningsih, W.T. (2023). Legal protection of consumers and business actors in e-commerce digital business. Journal of Social Sciences, Economics and Edication, 1(1), 40-48. doi: 10.61166/demagogi.v1i1.5.

[37] Wijayanti, R.A.F.D. (2021). Validity of agreement in Shopee Affiliate Program. Journal: Dynamics, 28(8).

[38] Winarno, J.I., Gosal, V.Y., & Karamoy, R.V. (2023). Legal power for fiduciary and fiduciary giver in notarial deed. Lex Administratum, 11(4).

[39] Yonatan, A.Z. (2024). Indonesiaʼs e-commerce growth is predicted to be the highest in the world. Retrieved from https://data.goodstats.id/statistic/makin-maju-pertumbuhan-e-commerce-indonesia-yang-diprediksi-tertinggi-di-dunia-QiN5h.