Unair Professor Presents Smart Consumer Protection Concept in the Digital Era

Surabaya (ANTARA) - Professor Bambang Sugeng Ariadi Subagyono, a professor at the Faculty of Law, Universitas Airlangga (Unair) Surabaya, has spotlighted the “Smart Consumer Protection” concept as an effort to shape intelligent consumers and maintain balance in the rapidly developing digital economic ecosystem in Indonesia.

“The utilisation of digital technology provides significant opportunities for SMEs (Micro, Small, and Medium Enterprises), particularly in expanding market reach without geographical limitations through digital platforms, both at national and international levels,” said the Professor in the Field of Consumer Protection Law during his inauguration at the campus on Thursday.

Furthermore, according to him, digitalisation also enhances operational efficiency through the use of digital bookkeeping applications and encourages innovation in business models.

In his oration, Prof Bambang Sugeng emphasised that the rapid changes in the digital era demand that business actors adapt by mastering digital competencies, while prioritising integrity as the main foundation of business success.

According to him, intelligent consumers do not stand alone but are formed from interactions between effective legal systems, responsive public policies, and adequate levels of public literacy.

He further proposed a conceptual framework for smart consumer protection that positions consumers in three main dimensions, namely regulatory protection, consumer empowerment, and a fair digital ecosystem.

At the end of his oration, he affirmed that consumer protection law must continue to evolve with the times, not only as a regulatory instrument but also as a moral and intellectual force.

He also called on consumers and business actors to remain aware in utilising technology, by placing values and ethics as the basis in digital economic activities.