This research is based on the rapid growth of the skincare industry, driven by
increasing public awareness of skin health. Manufacturers employ aggressive
marketing strategies with exaggerated claims that may cause both material and
immaterial harm to consumers. This study uses a normative legal research method
to analyze consumer protection regulations related to overclaiming in skincare
advertisements. Legal protection is categorized into preventive measures, aimed at
preventing legal violations as stipulated in Article 8 paragraph (1) of the Consumer
Protection Law (UUPK) and BPOM Regulation Number 30 of 2020, and repressive
measures, which impose sanctions on business actors who violate legal provisions,
as regulated in Article 60 paragraphs (1) and (2) of the UUPK and Article 5
paragraphs (1) and (2) of BPOM Regulation Number 3 of 2022. Overclaiming may
occur through ingredient claims governed by BPOM Regulation Number 23 of
2019 and advertising information claims that excessively exaggerate the benefits of
skincare products regulated under BPOM Regulation Number 3 of 2022. The
government needs to strengthen regulatory supervision of skincare advertisements,
while business actors must comply with existing regulations to prevent consumer
deception.