PERLINDUNGAN HUKUM TERHADAP PERSONA SELEBRITI DALAM PERSPEKTIF HUKUM MEREK: STUDI PERBANDINGAN ANTARA INDONESIA DAN AMERIKA SERIKAT

Ayu Mustika Pamungkas

Abstract


Persona selebriti merupakan representasi identitas publik yang memiliki nilai ekonomi tinggi dan menjadi bagian penting dalam industri hiburan modern. Penelitian ini membahas perlindungan hukum terhadap persona selebritas melalui hukum merek di Indonesia dengan perbandingan sistem Amerika Serikat. Dalam era ekonomi digital, identitas selebritas berfungsi sebagai aset komersial bernilai tinggi yang rentan terhadap eksploitasi tanpa izin. Penelitian normatif-komparatif ini menganalisis Undang-Undang Merek Indonesia dan Lanham Act Amerika, serta doktrin right of publicity untuk menilai efektivitas perlindungan persona. Hasilnya menunjukkan perlunya reformasi hukum nasional dengan mengadopsi konsep false endorsement dan right of publicity agar nilai ekonomi dan martabat individu terlindungi secara komprehensif.

 


Keywords


Persona Selebriti, Hukum Merek, Right of Publicity, False Endorsement, Perlindungan Hukum.

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DOI: https://doi.org/10.21107/il.v6i2.32013

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