Ethical Issues of Digital Marketing on Skincare Products

The rise of digital marketing in the skincare industry has raised concerns about the ethical implications of online promotional strategies. This study investigates ethical issues in the digital marketing of skin care products, focusing on how misleading advertising, exaggerated product claims, and perceived deception affect consumer perceptions and purchasing behaviour. 651 responses were collected in April 2025 through an online questionnaire distributed through social media and digital platforms. After removing outliers, 440 valid responses were retained for analysis. Respondents were individuals from various regions in Indonesia, including Greater Jakarta, Java, Sumatra, and other major urban areas, who had purchased a skin care product inconsistent with digital marketing. The sampling method was purposive, targeting consumers who directly encountered the claims. Using Structural Equation Modeling with Partial Least Squares (SEM-PLS), this study examined the effects of brand awareness, consumer trust, misleading advertising, perceived deception, and exaggerated product claims on purchase intention and perceived product risk. The results show that brand awareness and consumer trust are important in forming purchase intentions. At the same time, misleading and deceptive marketing elements indirectly influence consumer decisions by increasing risk perception and decreasing trust. These findings highlight the importance of honest brand communication in fostering consumer trust and promoting ethical marketing practices.