An Ethical Investigation of Influencer Marketing: The Case of Private Label (Maklon) Cosmetics in Indonesia

Abstract

Influencer marketing has become an effective strategy in the cosmetics industry, particularly in promoting maklon (private label) cosmetic products—those manufactured specifically for private labels. However, this practice often presents complex ethical dilemmas, especially concerning transparency, honesty, and social responsibility in marketing communication. This study aims to investigate ethical marketing practices in the use of influencers to promote maklon cosmetics, focusing on potential violations of business ethics principles. This qualitative research adopts a case study approach. Data were collected through in-depth interviews with marketing experts, content analysis of influencer promotions on social media, and reviews of relevant regulations, including those from the Indonesian Food and Drug Authority (BPOM) and the Indonesian Digital Advertising Guidelines. The findings reveal that many influencers fail to clearly disclose their commercial relationships with cosmetic brands. Testimonials are often exaggerated without scientific evidence, and in some cases, influencers do not use the products they endorse. These practices conflict with core ethical principles such as transparency, honesty, and fairness. Nevertheless, the study also highlights the positive potential of influencer marketing in reaching broader audiences and building credibility—provided that the partnerships are conducted ethically and transparently. Awareness of social responsibility, such as promoting safe and regulation-compliant products, still needs significant improvement. This research recommends stricter regulations and ethical education for influencers and brands to foster a more responsible and consumer-oriented digital marketing ecosystem.